Concept Designs

CHALLENGE

Create a unique countertop/slatwall shoe display that demonstrates the color changing ability of the Vans Compel Tones shoe when exposed to daylight. The display should exhibit exceptional branding of the Vans and the Compel Tones logo, showcase/demonstrate the color changing ability using a low wattage UV light source, and highlight Vans’ innovative and “fun” nature. The display must accommodate up to 3 Compel Tones shoes and encourage customer interaction. The design must allow for changing graphics and support material for future shoe models, and ensure that the display is easily operated and maintained by the retailer.

Manufacture a high quality display that conveys the shoe abilities and branding within a restricted budget.

MARKET RESULTS

We were contacted about this project as a result of previously unsuccessful attempts by Vans to show the color changing ability at the store level. They looked to us not only to accomplish that task, but also to create a very professional, fine-tuned display that would combine elements of functionality, mega-branding, and the flexibility to utilize the display for future models by simply changing the graphics. The Compel Tones shoe is very unique and precisely targeted. This display allows Vans to effectively demonstrate a truly unique feature of the shoe, which would not be possible without direct sunlight. Retailers now have a method of demonstrating the color changing capabilities of the shoe without having to actually go outdoors or even leave the shoe section. By utilizing high-end materials, Vans was able to confirm their industry leading status. Retailers praise the effectiveness of the display to attract customers to the shoe, resulting in greater brand awareness and increased sales. Initial production went primarily to the Journeys chain of stores, with additional distribution to other top Vans retailers.