I had the pleasure of interviewing Alejandra Remijio about her work on the Danica Studio trade show booth at NY NOW. You may know Alejandra as a designer of one of a kind and limited edition table linens, but she is also a talented retail visual concept designer in New York and beyond.
Q (Becky): How closely do you follow a plan-o-gram in booth setup?
A (Alejandra): To execute the set up, I used a booth layout schematic for the fixtures and photos to place the merchandise. This particular layout was patterned after the booth in Atlanta at AmericasMart. It’s very important to keep the look of your brand consistent, so your customers can recognize you at these big trade shows.
Q: General tips from a VM expert?
A: No matter what kind of job I’m hired to do, I always bring my own tools – scissors, tape, twine, glue etc. Know your clients brand vision and always remember the ultimate goal is to sell merchandise. Also, tell a story with the product and have fun!
Q: What are the main benefits and features of the perimeter racks?
A: The racks are a great way to display a lot of merchandise in a small area. With these fixtures, the upper as well as lower part of the space is being utilized. Also, the shelves have various heights which allow you to stack product, feature larger items and incorporate different vessels to showcase the merchandise. These custom racks have rungs at the top where hooks and various other creative merchandising techniques can be used.
Q: How does the merchandising plan for a table differ from racks?
A: Merchandising a front table is always a lot of fun! It’s an opportunity to attract first time customers, as well as feature new and best selling products. Having catalogues and other marketing materials available on a front table encourages the customer to take one, with the hope that they will follow up at a later date.
THANKS Alejandra! View her table linens at Copper Colored Gal Designs or email her firstname.lastname@example.org for visual merchandising inquiries.
Becky’s notes from the booth visit:
Notes: Alternating vertical and horizontal stacks is an eye-catching visual merchandising technique.
The signage in the booth is clear and consistent and located on each wall.
Feature items with a common theme in one grouping to encourage sales of an entire collection. Create a “display story”.
Stay display inspired!
In other news – The next retail road trip will be to the Nashville, TN, so if you know of any unique, clever indie shops we should visit, let us know! Also, the full print article about the remodel of the Naples Soap Company Key West retail store is available to view online at the Gifts & Decorative Accessories magazine website, click here to read it. ~Becky