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Summer is a season that invites brands to reinvent themselves and create environments that evoke freshness, fun and emotional connection. Visual strategies should not only be aesthetically stunning, but also evocative of summer sensations that transport the customer to a state of relaxation, fun and escape. Here are the most effective retail visual communication trends for summer in retail, with concrete examples of brands that are already applying them:
The trend of creating aquatic atmospheres not only brings visual freshness, but also generates a sensory experience. Incorporating elements such as fountains, water curtains or visual effects that simulate waves and marine reflections allows the customer to feel transported to a seaside destination.
Hermès in Paris implemented an immersive window display with water curtains projecting images of moving waves. This installation stood out not only for its visual impact, but also for the sound and freshness it generated, enveloping the customer in a marine experience.
2. Tropical Explosion
In summer, vibrant tones and natural textures take centre stage. This trend is based on intense citrus colours (oranges, lemons, greens) combined with materials such as raffia, bamboo or recycled wood. The aim is to create an atmosphere that evokes exotic destinations through tropical motifs.
Shadows and backlighting effects add a sophisticated and evocative air, simulating the feeling of the sun filtering through the leaves. This technique not only creates a warm atmosphere, but also invites customers to stop and take a closer look.
In New York, Uniqlo created a window display using translucent panels that cast shadows of palm trees. The gentle movements of the shadows evoked a summer breeze, creating a relaxing and welcoming atmosphere.
4. Chill-out zones
Chill-out spaces are emerging as a key resource for building customer loyalty and prolonging their stay in the shop. Zara has caught this trend with the opening of Zacaffè in its flagship store in Hermosilla, Madrid. This café, strategically integrated into the Zara Man space, not only offers speciality coffee roasted by Waco Coffee, but has been designed to evoke an urban oasis, with warm tones, exposed brick and neo-Mudejar architectural references.
This trend not only responds to the need to create spaces for disconnection in commercial environments, but also to the demand for multi-sensory experiences that fuse fashion and gastronomy.
Water is an iconic element of summer. Incorporating real water elements, such as small waterfalls, fountains or spotlights that simulate falling drops, not only catches the eye, but also generates an immediate refreshing sensation.
H&M in Barcelona set up a pop-up inspired by a tropical paradise by the sea. They used bamboo furniture, lush vegetation and a colour palette based on greens and yellows. In addition, they integrated citrus fragrances to intensify the sensory experience of the space.
Sunsets and beach aesthetics invite the client to get into a holiday mood. Hosting ephemeral events with warm lights, chill-out music and projections of coastal landscapes transforms any space into a memorable experience.
Diesel hosted a sunset pop-up event in Ibiza, where attendees could enjoy refreshing cocktails while listening to relaxing music and watching projections of paradisiacal beaches.
This summer, brands have the opportunity to captivate their customers with visual strategies that evoke paradisiacal destinations and refreshing sensations. At INSTORE, we know how to translate these trends into concrete actions that impact, captivate and build customer loyalty. Are you ready to take your retail project to the next level?
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open
08:00 AM-18:00 PM Monday – Friday
08:00 AM-18:00 PM Monday – Friday
