While Versace continued its image repositioning, all of the Versace Group licenses, Euroitalia being the one for perfumes, adapted their sales concepts to the new corporate codes of the House. A consistent picture code for its own distribution network as well as for all Euroitalia distribution networks was established. We redrew the furniture, fixtures, and displays for POS, DFS, and multi-brand. My overall plan for repositioning the image of the Versace Group allowed me to develop a multitude of mini projects, for example, a certain display kit might cost more, but it guarantees uniformity and consistency of ongoing image repositioning and transformation.
The most complex exercise in the style, even for a small development, was to produce a luxury display at a low cost and for a wide distribution network while dealing with limited image control. The multifunctional 2-in-1 display, respecting the materials and color codes, was the result of many compromises. I developed a promotional Plexiglas cube with dry size cut and a white, lacquered wooden plate, available in two sizes, with a white leather coating on the top side. These three materials are reference materials for the new Versace store concept. A short presentation guide came with this display kit for the Euroitalia distribution channel, while a full presentation page was inserted in the Versace online visual merchandising chart.
Promotional cube multi fragrances wooden plate