Emma Andrews
Emma Andrews | Visual Merchandiser
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Concepts

 
 
 

modcloth.com pop up shop 

For this assignment, I created a pop up shop for the online retailer Modcloth. The task was to create two window displays, an entry way display, a custom shopping bag and fixtures and a detailed floor layout. Seeing that Modcloth is headquartered out of San Francisco, I wanted to create an environment for the brand that brought their home to Chicago. By utilizing iconic places in San Francisco, I incorporated the city's scenery into the quirky and vintage aesthetic of the online retailer. I was inspired by vintage postcards when first creating this environemnt and made it a central theme within my work.  


kate spade window series

In this window series, the task at hand was to create a cohesive and captivating holiday window story for a retailer of your choosing. The assignment consisted of two full size windows and one shadow box display. I created a three window run depicting a chaotic and vibrant Valentine's Day for Kate Spade. My story takes a humorous look into sending and receiving Valentine gifts through the mail. I was inspired by valentine mailboxes from my childhood classroom and wanted to create a quirky and fun spin off of that childhood memory. I enjoyed utilizing the elements of scale and repetition within this series. I also pushed myself to think out of the box by adding a interactive element in the shadow box display.


delpozo hard shop

In this concept design, I worked on creating a small hard shop for the spanish fashion house Delpozo. The purpose of this assignment was to design an environment that was brand appropriate while keeping in mind materials, lighting, seating and fixturing. I wanted to create a showroom appearance for this hard shop to reflect the luxurious aesthetic of the brand. The pieces from the Delpozo collection have such detail, texture and stunning construction that I wanted an environment that was minimal with the main focus on the clothing. I utilized marble, lush greenery and oak flooring to create a lavish garden party showroom.


gilt.com pop up shop

For this project, I created a pop up shop for online retailer GILT. The task was to create 2 window displays, an entry way display, a custom shopping bag and fixtures and a detailed floor layout. I created an environment inspired by the Great Gatsby. Customers could walk through the event space as if they were in the outlandish Gatsby house of modern day. I utilized bright lighting, metallic accents, champagne glasses and white marble to create an art deco aesthetic that tied together all the components of this project. The use of repetition was a major element that stretched from the window displays to the entryway as well as in the custom fixtures. 


kate spade window series

The purpose of this assignment was to create a cohesive and captivating holiday window story for a retailer of your choosing. The assignment consisted of two full size and one shadow box displays. I designed a window story that followed a very clumsy woman throughout her holiday endeavors. Although she may have made a few mistakes along the way, she makes up for it with her impeccable style. Being true to the Kate Spade aesthtic, I wanted to keep the story lighthearted and show people its okay to laugh at oneself. The vinyl helps tie the stories together along with the elements of scale and color.


temperley london hard shop

In this idea, I worked on creating a small hard shop for the brand Temperley London. The purpose of this assignment was to design an environment that was brand appropriate while keeping in mind materials, lighting, seating, fixturing and branding. Based on the brands visual aesthetic in their brick-and-mortar stores, I designed an environment that was lavish and beautiful with an antique flair. I was inspired by ornate antique frames that I utilized within the design for the custom fixtures that housed both read-to-wear and bridal merchandise. 


kate spade window

This piece is my first concept drawing from when I attended Columbia College Chicago. I had just learned the basic elements that comprised a well thought out and impactful window display. I chose Kate Spade because I enjoy quirky and out of the ordinary window displays. I wanted to create a unique and eye catching display while utilizing basic elements of visuals; line, color, scale, and repetition.