Christmas in Milan, part 3: Window Displays

As I mentioned in my last Milan post, the city was a goldmine of beautiful, artistic and crafty shop window displays – of course, most were winter or anyway holiday-themed. Because part of my current uni project involves the analysis of two shop windows which feature my selected trend (fur), I took the chance to take loads of pictures of any piece of visual merchandising that caught my eye, whether because really well-done, or just plain odd or unusual. Can’t say that my boyfriend was particularly happy about me zigzag-ing from one side of the street to the other to take photos! Nevertheless, here’s a first bunch of them:

Christmas in Milan, part 3: Window Displays @Thorns Have RosesIMG_7688 copyHard to capture on photo, but this Tezenis store had floating light balls which slowly moved up and down – which was similar to one of my early ideas for one of the sections in my project.

IMG_7688bIMG_7689 copyLoved this Zara display.

IMG_7690 copyIMG_7690bIMG_7691 copyIMG_7692 copyIMG_7693 copyIMG_7693bBenetton kids and women displays.

Christmas in Milan, part 3: Window Displays @Thorns Have RosesIMG_7695 copyIMG_7696 copyWhite fur was used in more than one window to recreate the look of snow and play on a “winter wonderland” theme.

IMG_7697 copyLoved this messy festive display!

IMG_7698 copyIMG_7699 copyInside & Other Stories.

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Christmas in Milan, part 1: The city

Since our very first year together, my boyfriend and I have developed a sort of tradition that for every New Year’s Eve we travel to a new country (so far we’ve done Slovenia, Ireland and Estonia). This year, however, we were a little short of money, so we settled down for visiting Milan, where we could stay at my grandaunt’s flat, which is only a couple of hours away from where I live.

I had of course been to the city several times before, nonetheless it was exciting to be in such an international Fashion capital at one of the busiest times of the year.

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The Dome was spectacular as usual, it is definitely one of my favourite buildings and it is always a pleasure to see it standing in all its glory in the middle of the huge square, Piazza Duomo. Especially now that it was faced by an almost-equally-tall Christmas tree!

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Of course, we couldn’t miss taking a walk down Galleria Vittorio Emanuele, house of many luxury retailers, cafés and restaurants, including Prada’s flagship store. It has some of Milan’s oldest shops and it is considered one of the oldest shopping malls in the world.

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The Swarovski Christmas tree glimmering with thousands of Swarovski stars.

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I will post some more images later with some very creative window displays and some shots of La Rinascente, Milan’s luxury retailer and upscale department store!

#XMAS2015: Burberry x Billy Elliot

Something I have had the chance to learn during my time at uni so far is that the way brands promote themselves changes not only from label to label, but also throughout the decades. There is always more to a brand than just a logo, or just a signature item, or just a name: all of these elements and more make up what we could define a brand “menu”, a sort of equation, which, when carried out well, is what will make that brand surface among all the rest and stand out on its own.

But it is the public which defines which part of this mix should have the most focus, which over time has dictated what card brands have been playing the most. For example, in the 50s and 60s a signature and a crest were what made the world go round (think Schiaparelli), in the 70s and 80s a monogram logo (think Chanel and Dolce & Gabbana), in the 90s and 2000s a dominant colour or pattern (Burberry check anyone?). And so on.

Nowadays, people have grown bored of all this. Probably because of the huge amount of information we are constantly exposed to, the multitude of products available to us in the matter of a click, the millions of new brands that try to essentially sell us the same old product and have to find a new way to present it. There are fewer and fewer amazing inventions that change our everyday life dramatically (one could argue that there are none), so it isn’t about selling the product anymore, so much as it about selling an idea, a way of life, a value. If you pay attention you will notice that hardly any TV ad focuses on the product they’re selling anymore: they tell you a story, be it about romance, about family, about trust, about freedom, about luxury – and then feature the actual product maybe at the very end.

Which is what leads me to write about Christmas ads.

Christmas ads I believe are a perfect example of this phenomenon. It is a time of the year in which almost all brands gather their creative teams to come up with a new, compelling campaign that will draw customers towards their stores for their Christmas shopping. So, what do they try and appeal to? What aspect of the consumers’ minds and souls will they attempt to communicate to? Which need will they convince you that they alone can fulfill?

I will begin with Burberry’s campaign, if solely because it was the winner at the British Fashion Awards for the category Creative Campaign.

The running theme is a celebration of Britishness (as portrayed by so many British stars to make up a whole constellation) and an homage to Billy Elliot, a British cinematic classic, recreating the film’s opening scene to mark the 15th anniversary of its release. This is clearly consistent with Burberry’s message of quintessential British heritage and tradition.

‘Billy Elliot is an incredible film full of so much joy and energy, so it was a real thrill and a great honour to be able to celebrate its 15 year anniversary through our festive campaign,’ said Christopher Bailey, Burberry chief creative and chief executive officer. ‘It was also a huge privilege to work with such amazing and iconic British talent – the cast are quite simply some of the biggest names in film, music and fashion and it was so much fun working with them all to make this special film’.

In it, 12-year-old Romeo Beckham, who was also the face of their last year’s Festive campaign, sports a classic Burberry-check scarf in red as he jumps up and down on a trampoline. He is soon joined by a dazzlingly British cast, featuring the likes of Julie Walters (who starred in the 1990 film), Sir Elton John (who wrote the music for the staged musical), Naomi Campbell, George Ezra and James Corden – all wearing some kind of Burberry trademark (Julie’s scarf has even got her initials sewn on the back). Following the music (‘Cosmic Dancer’ by T. Rex, from the movie’s original soundtrack) the ad ends with a firework-like explosion of glitter and confetti which just brings the audience back to what this was all about in the first place – Christmas time! Or, as they prefer to word it, general festiveness and celebratory feel, as the brand made it a point to call it a Festive campaign, and not a Christmas campaign, in order to include those who do not celebrate the Christian holiday.

Burberry Festive Campaign 2015 'Billy Elliot anniversary' @Thorns Have Roses

On top of all this, the campaign aims to make a charitable, philantropic gesture, in pure Christmas spirit. Quoting from the Vogue website:

The original production of Billy Elliot established a legacy of charitable support for the local community of Easington, County Durham where the film is set. Inspired by this, Burberry is making a donation of £500,000 to be split between two charities, Place2Be and the County Durham Community Foundation, which have projects focusing on reducing barriers to education, training and employment in the local area. None of the stars who took part in the film were paid for their involvement, all choosing to donate their fee to the charities as well.

My first thought watching the ad was, how are they keeping such straight faces and badass poses while being thrown into the air by a trampoline?! And my second thought was – I wanna join them!

What do you think of this ad? Do you love it or hate it? I will be writing about a few other Christmas campaigns that have caught my attention, so stay tuned if you want to read some more about it!

sources / photo credits:
The Guardian
Harper’s Bazaar