2023/06 Marcelo Burlon County of Milan X Levi’s

#06 June #Blue #Campaign #Communication Concept #Display w/ No Product #Primary Color

Details:

Marcelo Burlon County of Milan and Levi’s

County of Milan X Levi’s

Spring-Summer Capsule 2023

Via Manzoni ang. Via Bigli 28, Milan

Review:

by Peter Hamer
july 18, 2023

For the 150th anniversary of Levis’s iconic 501 jeans, the brand collaborated on a capsule collection with Marcelo Burlon’s County of Milan. Since this collection is only available in the County of Milan’s new store, which opened on May 15th, 2023, I took the liberty to review their display strategy.

The Visual Merchandising (VM) strategy for this collection takes inspiration from the advertising campaign, which is a clever approach. However, there is a missed opportunity with the trivision billboard used in-store. Typically, trivision billboards have rotating panels that allow for the display of three different images at predetermined times. Unfortunately, this particular billboard doesn’t rotate, rendering its core functionality useless. It would have been more cost-efficient and time-efficient to install a lightbox, which can achieve the same visual impact.

Furthermore, the positioning of the collection in relation to the window display is too far for customers to grasp their significance. The capsule collection consists of two pieces made from up-cycled denim, available in limited quantities online and in the boutique. Something I discover through an Instagram post.

The installation in the store is intriguing, but its purpose in relation to the collection/display or its relevance to the brand, product, and collaboration remains unclear. Moreover, the placement of the sculpture restricts the freedom of movement within the space.

The use of royal blue, the brand’s signature color, on the back wall complements both the campaign and the product. However, it raises the question of whether this design element is temporary or a permanent part of the overall retail design.

While there are many creative ideas, certain aspects reflect a wholesale mentality that has been instrumental in the brand’s success. However, some adjustments are necessary to achieve the same level of success in a retail environment.