Work / Cafe Appliances
Merchandising a highbrow brand
Even the most beautiful appliance needs to be merchandised on a showroom floor. That’s why our client, GE Appliances, turned to us to create point-of-purchase (P.O.P.) materials for its most show-stopping collections within their Café brand.
Balancing brand, information and insights
Our goal for creating Café P.O.P was simple: highlight important features in a way that accentuates the style-centric brand. We know our target audience for Café loves to entertain. Specifically, she loves to cook for her friends. So we used that insight as a starting point and got to work.
When we brainstorm for any P.O.P job, we start with insights and combine them with extensive product knowledge. We measure shelves, open doors, turn knobs and study sightlines. We’ve even been known to put coworkers on the spot by asking them to read copy from specific distances. Then and only then, the real magic happens.
P.O.P. that pops
After presenting multiple concepts to the client, we moved forward with executing their chosen option. That meant our photographers, stylists and art directors all jumped in to turn a concept into reality. The final art was stunning, and Café stood out for all the right reasons on the showroom floor.
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