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Ldg Marketing Tools Promotion Materials by VDA Group Ltd. |
Home > Winners > Design #64573 >Interview |
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FS: What is the main principle, idea and inspiration behind your design?
MC: Rebuilding Luci di Gala with the inspiration of the radiance and brilliance. Luci di Gala is a brand that reflects the cherished moments often represented by fleeting streaks of light, a spectacular brevity so commonly associated with celebration. Featuring a chic and stylistic spectrum, Luci di Gala actualizes the evanescent sparks, the insatiable flickers into unwavering perfection and elegance.
FS: What has been your main focus in designing this work? Especially what did you want to achieve?
MC: In order to bring extra value to the products, our research team visited trade shows and shopping malls with international exposure. The objective of the research is to understand how each brand tells its story to audiences whether using words, images, or more. We focused on how international brands present their products and attitude to the audience in the first second seeing the display. We marked down every color, height, and material that was demonstrated.
FS: How long did it take you to design this particular concept?
MC: From creating ideas, design, confirmation of design, making the sample to the production process, finally finished all kind of promotion materials was used 1.5 years.
FS: Why did you design this particular concept? Was this design commissioned or did you decide to pursuit an inspiration?
MC: We explore using different combinations for a display that can fit the trend but does not get lost in time. Different combinations of the display, which improves the flexibility, can be fitted to the different size of a display case.
FS: What made you design this particular type of work?
MC: Marketing team always thinks a small step forward in supporting our customers. To fulfill the needs of clients, a set of marketing materials will be sent to our clients, includes paper bags, brand books, ring box, display tools, printings, USB drives and etc. Different kind of artworks can be renewed and replace into the backdrop of display set according to our clients' needs.
FS: Where there any other designs and/or designers that helped the influence the design of your work?
MC: To be able to create a design that can transform from 2D to 3D with precision and accuracy, we involved heavy use of cad and rendering technology, as well as some 3D printing methods. The idea is to make sure we can explore as many designs as possible but in an efficient way. We have industrial designers in the team who often provides feedbacks and inputs from another point of view. Therefore, our stage for exploring options was very fruitful and open minded. We tested just a simple surface finishing for the jewelry box with more than 40 materials from paper, fabric, leather, and technology fibers, and so on.
FS: What sets this design apart from other similar or resembling concepts?
MC: In order to fit the trend and fulfill different height of display case, We explore using different combinations for a display like puzzles concept. Clients can customize the combinations for a display.
FS: What is the most unique aspect of your design?
MC: Marketing team always thinks a small step forward in supporting our customers. We continuously develop and refine marketing and promotional materials in order to maximize the value of our brand and our products. VDA listens to the needs of customers and market. To stand out in the fierce competition, an interchangeable window display set is provided to our valuable customers, as well as full set of gift boxes, paper bags, flyers, brochures, postcards, and posters.
FS: Who did you collaborate with for this design? Did you work with people with technical / specialized skills?
MC: We have industrial designers in the team who often provides feedbacks and inputs from another point of view. Therefore, our stage for exploring options was very fruitful and open minded. We tested just a simple surface finishing for the jewelry box with more than 40 materials from paper, fabric, leather, and technology fibers, and so on.
FS: What is the role of technology in this particular design?
MC: Exploring options for the display materials and improved the efficiency.
FS: Is your design influenced by data or analytical research in any way? What kind of research did you conduct for making this design?
MC: Our research team visited trade shows and shopping malls to understand how each brand tells its story to audiences with different materials and texture. They focused on how international brands present their products and attitude to the audience in the first second seeing the display. And marked down every color, height, and material that was demonstrated.
FS: What are some of the challenges you faced during the design/realization of your concept?
MC: The team designed marketing and promotional materials ranging from printing materials, window display, and product display for Luci Di Gala. The team chose blue in the brand color scheme for an elegant and classy arrangement. More than 50 shades of blue and materials were explored and tested during the design process. They spent a great amount of time researching user experience, including the interaction between displays and spotlights in retail shops that allows the display effectively capture the attention of viewers and audience.
FS: Thank you for providing us with this opportunity to interview you.
A' Design Award and Competitions grants rights to press members and bloggers to use parts of this interview. This interview is provided as it is; DesignPRWire and A' Design Award and Competitions cannot be held responsible for the answers given by participating designers.
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