I was incredibly impressed at how Wellington retailers get behind the WOW Awards Show, decorating mannequins in their windows at not inconsiderable time and expense. Many incorporated sponsor American Express logos into their creations.
The whole town seems to turn it on for WOW really, from street banners, massive posters at Kirkcaldies, and of course the window dressing. WOW brings $15 million and 50,000 people so it’s not to be sneezed at and the retailers definitely respect that. They were commenting to me how important it is, with some saying it was equal to Christmas in takings. It’s not just fashion of course; it’s hairsalons, nail bars, and shoe shops.
Taking a long view beyond the cash-cow of a big event, I’d like to see them take advantage of the influx of guests and continue to have relationships with visiting customers through signing them up to social media and their e-tail sites online, so they can keep selling to them wherever they live.
Here are my favourite WOW windows…
Starfish in Willis Street used their own fabric scraps in a colourful and eco-friendly approach.
Below: VOON in Willis Street.
VOON bridal boutique’s wedding cake dress.
SCENT floral boutique in the Kirkcaldie & Stains building used flowers and marshmellows in a pink and white theme.
Kimberleys created a dress from American Express merchant slips.
Continuing with the American Express forms theme, VINCENT on Lambton Quay constructed one of my favourites with plastic milk bottles machine sewn with red thread.
STORM on Lambton Quay made this aptly-titled ‘STORM Cloud’ dress with paper lanterns in a train, and red umbrellas overhead.
Down on the Mall, Sunglass Style made a dress with plastic sunglasses.
Show Connection on Cuba Street had a mannequin in flowers walking her shoes (not Hush Puppies!)
Turning into Cuba Mall, the windows start to come thick and fast. They’re clearly a creative lot around here. Below: Iko Iko invited customers to take part and become part of the window display with a fairground attraction cut out.
Ziggurat had a pool with a water feature and running water.
New Zealand Abstract Designs in Cuba Street used wood-cut butterflies.
COSMIC used the pop culture of gossip mags in a ballgown.
PRAVDA bar made sugar confectionary daisies for their creation, ‘Great Aunt Daisy’.
Even the Wellington Airport got behind it, with displays at most airport retailers.
Megan Robinson 29 September 2012
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