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Fall 2013
Instant Message

Accentuate your marketing message by effective use of props. They can draw attention to your kiosk or inline store and creatively tie in with your products’ overall theme.

Props are to a visual designer what clay is to a sculptor – the means by which to create an artistic statement. When properly used, they create unique ways in which to highlight product or services, and create an emotional connection to a product or services.

Here are some stellar examples:

Ya & Ya Hair and Makeup

Ya & Ya Hair and Makeup utilizes monitors strategically positioned to draw the attention of a passing audience. This movement, combined with professionally produced media content, is powerful in relaying your message to the mall audience.

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The clean lines and “organic” feel to the store serve to highlight the monitor and focus customer attention to
its message.

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Farm Boy Farm Girl

The large bale of hay placed in the entry emphasizes the rural “farm” message of the store. Age-appropriate mannequins also draw an immediate connection with the intended audience.

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Large “turbine” blades hanging from the ceiling additionally emphasize the rural theme. The unexpected touch and unconventional placement lead the customer’s eyes back into the store. It also allows for the placement of the ceiling
tin tiles.

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Props

Props can be found or created. Visit a hardware store and find five uses for a product other than what it was originally designed for. Here’s one:

Clear Paint Bucket

1. Container for displaying small items
2. Riser legs to support table; fill with product or color elements to enhance visual through volume.
3. Line with Mylar for light internally. Best if stacked or hung as pendant lights.
4. Fasten to a large panel or post, open side out in rows or stagger for cylinder shelving display unit.
5. Gift package container – decorate with fabric, paint or vinyl.

What ideas can you think of?

Brett Beaudette

Brett Beaudette serves as Lead Retail Designer and Design Manager for Mall of America, in addition to owning his own design consulting business, Ideal Productions & Design. Beaudette specializes in creating unique and successful inline, kiosk and RMU designs and merchandising strategies. He has been featured on HGTV and Travel Channel specials for his mall holiday décor and store design sets, and can be reached at brett@idealpd.net.
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