top of page
promotional graphic.jpg

A Journey with Visual Merchandising in Hong Kong



17.04.2015 – 15.05.2015

Organisers: The Fashion Gallery, Institute of Textiles & Clothing,

The Hong Kong Polytechnic University

Curator: Derry Law



​策展人:Derry Law

Introduction | 展覽介紹

Visual merchandising is a powerful tool to create unforgettable shopping experiences for customers. By using creative ideas, colors, props, lighting, smells and sounds in window and store displays, customers are able to generate positive mental imageries, and situate themselves into the fantasy that is projected by the store atmosphere. From the retailing perspective, visual merchandising enhances the perceived value of products and services, and directs cognitive and emotional responses towards a brand. In this exhibition, the Visual Merchandising faculty, and past and current students have jointly developed a series of window displays that were inspired by various Hong Kong iconic elements. It is anticipated that the exhibition will stimulate the sensory responses of the audience and invite new reflections with the re-visiting and transforming of local cultural elements into creative displays.


商品展示設計是營造顧客難忘購物經驗的重要工具。透過運用創新的概念, 顏色, 道具, 燈光, 氣味及聲音於窗橱和店舖擺設上,使顧客能產生正面的心理意象,從而令他們代入由店舖氣氛投射的幻想世界。從零售商的角度, 商品展示設計能加強商品和服務的感知價值程度。在這個展覧中,商品設計的教員及學生聯手創造一系列以香港獨有元素為主題的窗橱,希望能藉着它們來刺激觀眾的感官反應和誘發對本地文化的新思維。

Photographs | 現場圖片

bottom of page