Visual Victories Awards 2014 Winners
Best Cart Display
Deep Sea Cosmetics
Retailer: Shay Sabag, Yonat Houri
Location: Town Center of Boca Raton, Boca Raton, FL
Center/Owner: Simon Property Group
Entry submitted by: Luis Cristobol
Visual Merchandiser: Helga Tapias, Melon Design Agency
Deep Sea Cosmetics truly sets the bar with this stunning custom fixture program. The use of curves and backlighting complements the functionality and raises the perceived value of products and services. The dominant white color creates a clinical as well as calming look adding to its overall classy feel. Visual Victories judge Rebecca Wiltshire says: “Deep Sea did a great job of creating a very professional design—everything you would want to feel comfortable in a beauty product—clean, professional & organized…” The slim curves open up sightlines and graphics are positioned properly. By making the stations functional so the merchants can effectively demo and provide services, Deep Sea provides a great customer experience too. As judge Suzanne Paradeis points out, items that don’t need to be on display—trash, cotton balls—are cleverly stashed away. A good investment in design goes a long way in gaining buyer confidence, which in turn increases sales.
Custom-wrapping of surfaces with complementary colors and graphics creates a fun and attractive visual. Judge Amanda Cole says: “The Splat concept is very clean, fun and colorful. Packaging and graphics are cohesive and reflects products’ personality.” The custom retail fixtures located at the ends add balance and offers great opportunity for merchandising. Equally important, multiple customers can check out product at any given time. The demo platforms offer a great way to demonstrate the product in a safe and fun manner encouraging multiple participants. Media content is strategically incorporated into this design providing movement, while adding to the playfulness of the product.
Custom fixtures, staggered heights, and strong energetic and vibrant colors help bring this RMU display to life. “This was a wonderful example of a simple but effective display with a great use of colors, balance, and props” states judge Jerry Jones. The stations highlight products in a high-tech fashion, adding to their appeal and sophistication. The overall layout and design offer great approachability and sightlines from all angles. Incorporation of media content offers great movement and an ability to tell a story, enhancing product credibility and salability.