This project was a collaborative effort between Sunseeker Swim Australia and David Jones to unveil their latest swimsuit collection. The art direction for the 'Summer Wonderland' display was driven by the desire to create an immersive experience that would transport viewers from their daily urban routines to an idyllic beach setting. The goal was to evoke the essence of a perfect summer holiday, allowing passersby to envision themselves on a sun-soaked beach, fully embracing the world of Sunseeker Swim.

Research and Development

The project began with a few days of intensive research and development. This phase focused on understanding the brand's identity, the target audience, and the technical constraints of the window spaces. Working within strict budgets, we aimed to create an immersive and visually appealing experience.

Design Process

Using Adobe Creative Suite, I meticulously crafted each element of the display to ensure a perfect fit for the iconic windows of David Jones Elizabeth Street in Sydney. The design elements included:

• Backdrop and Scenery: A beach-themed backdrop with natural colors and beach textures to evoke the feeling of summer.

• Swimsuit Display: Mannequins dressed in the latest swimsuit collection, positioned to highlight the features and versatility of the products.

• Props and Accessories: Beach-related props such as sand, oceans, and large scale decals to enhance the summer vibe and the print of the newest swimsuit.

To maintain consistency across different locations, I created variations of the design to fit David Jones windows in Queensland, Melbourne, and other international stores.

Collaboration and Execution

The success of the project relied heavily on collaboration. I worked closely with David Jones stakeholders, their printing team, and my team at Skyegroup, the owners of Sunseeker Swim Australia. This collaboration ensured that the design vision was executed flawlessly, from the initial concept to the final installation.

Regular meetings and updates with the stakeholders helped in aligning the design goals with the brand's expectations and logistical requirements. The printing process was closely monitored to ensure high-quality outputs that matched the design specifications.

Outcome

The 'Summer Wonderland' window display was a significant success. It not only captured the essence of the brand but also created a memorable experience for city passersby, effectively transporting them to a beach setting. The display garnered positive feedback and successfully promoted the newest swimsuit collection of Sunseeker Swim Australia.