Me and Nathan had presented our previous concept to Simon Harrison who addressed concerns for our idea. We previously spoke about this between me and Nathan and thought that the concept needed development. It felt like it wasn't serious enough for John Lewis. We then decided to come together and take another look at the brief and our options as a group. This stage was personally very hard for ourselves as we had a lot of disputes as to what to do. However, after this phase we really got working well together and I couldn't have been more happier.
CREDIT TO BILLIE FRANCIS (We collectively spoke about the changes together)
Because our first concept wasn't successful in the end, we meet up and had a team talk. We looked over research we had already made and the brief and tried to think of new ideas. Looking at Maddie's shop window research these images took our interest.
What I liked about these what the simplicity of it and how it use it colour. I thought it was a good way of highlight products in a simple but interesting. I like that play on the light beam and light. This then sparked my idea of the concept. I thought that the window display could simply be 3 light beams with 3 products. Then the interactive bit would then be a sensor and a hologram. When you walk up to the widow the señor would be triggered and a hologram of other products would then appear around the products.
This concept addressed problems we discussed about John Lewis itself. Having 3 products showcasing 3 different areas of the store addressed what John Lewis personally wanted us to look at in the brief. Therefore we had a section for home, electrical and fashion. Also when thinking of John Lewis people tend to get overwhelmed with the products, so having a select few would address what can actually be brought there. Also when thinking of John Lewis, it can be perceived to have a more luxury front and people perceive it to be really expensive. But actually there are some affordable products at John Lewis. So by showing a range of products showing a range of prices addresses this problem. Also when thinking of clothes at John Lewis people don't really know the designers there and isn't seen as being trendy. We have the opportunity to show consumers that John Lewis does sell fashionable clothes, appealing to a variety of audiences. To relate to autumn the products that we pick will be autumnal. The beams of light will be all different colours but colours to represent the season. We still want to add an illustrative element to the design attracting more people, making it look more inviting and playful. When the other products appear we are going to include some illustrations that appear along side.
This is a much more minimalist approach to the brief. We have sat down, analysed the brief and analysed the weaknesses of John Lewis. I think this way approach has been much more successful and we calmly and effectively come up with a strong concept. I think keeping is simple has made it really effective as its clear what we are trying to communicate. This concept also gives John Lewis a clean modern look. They are normally quite clean and sleek but I think we have pushed it further with the interactive element and being minimal in the design.
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