The marketing person was gunning for a chunk of Martha Stewart’s
highly branded product mix. His line of attack was to sell quality
crystal. Not in dainty, warmly illuminated gift stores, but
off the cold concrete floor of cavernous Wal-Mart outlets.
Our design team
commanded a gathering on how best to present this delicate
product while setting off its’ luxury status. It became
clear that the display would need to be sculpted in a way
that squeezed out preventable tool and assembly costs if we
had any hope of scaling the Wal-Mart chiseling gauntlet. What
made this uncharted territory all the more treacherous was
reconciling polar objectives: creating a POP display ambiance
suggestive of rare treasure within the harsh realm of a discount
warehouse.
The customer wanted
a pallet-sized carton with a tear away panel to allow buyers
to lean inside to get their crystal. We recommended brilliant
white shelving cantilevered from a commanding core tower fortified
with hidden column supports to set off the classy ebony black
set-up box. Sold!
Several hundred
pounds of crystal were shipped on this elegant corrugated
display without a single damage claim.
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