The client design and limited budget required us to push value-engineering to the max. These holiday trees could be no thicker than 3-4 inches, requiring
a solid inner structure to hold itself upright and
support the weight of shoes and apparel. Gold and silver foil elements were essential. It was mandatory the tree body componets ship pre-assembled and be color-coded for easy assembly by store associates. We had 3 weeks to develop, execute and roll out to stores.
The 3’ and 6’ tree structures are engineered from B and E flute corrugate with laminated silver mirrored foil. Joiners are made from CNC cut black foam PVC.
The shoe rings and risers are made from .030 black styrene, laminated with gold mirror foil on two sides, attached to the tree with viking screws to form the ring. 1/8” clear acrylic shoe shelves fit into each ring, notched to secure (at any angle) in place. The graphic circle ring inserts are made from 3/16” white foam core, mounted in place with 1” foam blocks. 24 pt. card stock laminated with gold and silver mirrored foil ornaments are attached with Velcro.
The hanging window sign is made from .040 black styrene with gold mirrored foil laminated to both sides, then printed black/black to reverse out the GET GIFTED text in gold. The gold and silver circle danglers are connnected to the main sign with various lengths of black barbed cords; the whole sign is suspended from a black PVC tube.
Each Holiday window display consists of 41 individual
parts and rolled out to 300 stores nationwide. We also produced a “mega” version of the window display for the flagship store on 34th St. in N.Y., with trees reaching over 9 feet tall