Visual merchandiser: training in an Italian Design Institute course

Index

It is one of the new professions, one that has barely existed for 15 years and is virtually impossible to explain to our grandparents. In the 80s and 90s it was called window dresser. In big cities like Rome and Milan you could count them on the fingers of one hand. With the democratisation of marketing (now accessible even to small companies) and the atomisation of communication, which is no longer articulated only in mainstream media such as TV and the press, but now pervades the entire cognitive ecosystem around the potential customer,  what used to be niches in the labour market have now become professions that employ hundreds of people across the country.

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Who is the visual merchandiser

Today the figure of the Visual merchandiser is that of a complete professional mastering all aspects of so-called in-store marketingfrom the shop windows, which serve to impress and communicate the brand to passers-by; to the interior design of the shop; to the strategies that guide the display of the products on sale. It is not surprising to discover that abroad Italians, with their innate sensitivity for fashion and design, are among the most sought-after professionals. Matteo Mazzucca is vice president of windows and exteriors at Barneys, the New York-based luxury retail chain with shops in the richest parts of the US and the planet.

The description of the work he does every day together with the in-house creative team of the company is enlightening. The organisation of work is divided into long-term projects, such as seasonal or Christmas windows; and short-term projects, such as sales, promotions or exclusive collections. The professionals who are part of the creative team are people who have been trained as advertising graphic designers, or film art directors, or theatre set designers. But they are also people who have studied this subject specifically and specialised in the field straight away. All people driven by a strong propensity for innovation and achieving results with the highest possible artistic quality content. The best examples of this attitude are the shop windows created for Chloé and the goldfish tank for Louboutin. Works that go beyond the standards of visual merchandising to explore new creative dimensions.

For Matteo Mazzucca shop windows are a mediuma channel in which to convey one's brand communication. A channel that has recently been the subject of much experimentation, thanks to electronics and interaction with the hand-held devices of passers-by. Technology such as the iBeacons allows shop windows to interact with passers-by by building a narrative tailored to individual targets.

In addition to the notions specific to the Visual merchandiser are therefore very important for a successful career, individual skills. You need a special character and mind, far from the herd, you need people with a strong inner motivation combined with an iron work discipline. Qualities that only successful creatives happen to possess.

The tasks of the Visual Merchandiser study the outfitting projects for one or more points of sale of the same chain of shops), is responsible for finding the materials necessary to realise the display project, intervening directly in the setting up and supervision of the display operations. The visual merchandiser is also entrusted with checking the uniformity of the image of the various points of sale, as well as their maintenance.

If you think you have these qualities and want to learn all the secrets of an exciting and in-demand profession, request here more information about our course. In this gallery some of the best works of Visual merchandising of Barneys.

 

The Italian Design Institute's Course in Visual Merchandising

Italian Design Institute organises a specific course in Visual Merchandising in Rome, Bologna and Milan and, for those who do not wish to travel, it is also online. The course, which aims to create complete professionals in the field of visual and fashion design, capable of designing display spaces, shop windows and concept stores, with the aim of guiding the purchasing behaviour of the end customer, covers the following topics:

  • Basis of visual merchandising
  • Visual communication
  • The color psychology
  • The store
  • Showcase
  • Store display
  • Purchasing as an emotional experience

Sources: Whowhatwear.co.uk

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Sviluppo Europa s.r.l.
Via Albricci, 9 - 20122 Milan
P.I. 10282190965
unique code: M5UXCR1
[email protected]


Province Register Office. chamber of commerce Milan Monza Brianza Lodi
Fiscal Code is the VAT number
REA number MI-2519496
Share Capital 10,000

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