2023/06 Palm Angels
Details:
Palm Angels
Via Pietro Verri 4, Milan
Review:
by Peter Hamer
july 4, 2023
After a period of stagnation, where the store in Milan lacked creativity in its window displays, Palm Angels introduces a new concept that centers around a single visual brand element: its logo. The execution of this concept is flawless, indicating that it will likely be showcased for the next few months. This approach aligns with their visual merchandising (VM) strategy, as their brand-related concepts possess a timeless quality that can represent any product, regardless of the season. However, as I mentioned in my review of their previous concept, this approach presents a challenge as it leaves passers-by completely unaware of the products being sold.
Unlike previous concepts, this one still emphasizes the importance of creativity. However, what sets it apart is the incorporation of the logo. While the logo has been reinterpreted, this concept now leverages the brand.
I initially applauded Mr. Ragazzi’s bold vision, but now I have some reservations about whether these concepts truly resonate with its current stage within the brand’s lifecycle. While this type of concept may attract existing Palm Angels customers, it could prove more difficult to convince new customers. I don’t mean to say it’s impossible, but for a brand that has been on the market since 2015, I question whether these artistic installation concepts might limit sales by relying solely on visual recognition without establishing a direct link to the products themselves. After all, retail is fundamentally about selling products. Unless, of course, this is a deliberate strategy, in which case I continue to applaud their courage.
