Galeries Lafayette Doha, the Parisian department store in Qatar, has launched a new campaign, Pantone — The Exploration of Colours, and the 2019 autumn/winter shades have completely taken over the store.
“Elevating the idea of ‘retailtainment’, the campaign has created a fashion-meets-art-meets-experience, driving creative minds to explore the colour scheme,” a press statement noted.
The campaign, which runs until the end of November, offers visitors a chance to “experience a multi-sensory scheme that explores our relationship with colour and also the specific effects colour has with regard to our well-being”.
Four animated ‘Experience’ Zones spread across the department store allows one to explore, embrace and dissect seasonal colour trends, helping the viewer understand their significance and origin.
The Large Paint Monster on the ground floor of the store is a futuristic approach to visually depict the fusion of creativity and fashion.
The art installation not only includes the key pantones of the season but also an animated, interactive screen with a tech twist.
In the Colour Meditation Chamber on the first floor, one is guided through a series of colour visualisations, a powerful tool in meditation, to tune into different levels: physical, mental, emotional and spiritual.
The Colour Trend Cube is a life-size Rubik’s Cube that visually emphasises the colours of the season.
The Colour Lab is the most colourfully interesting part of the campaign created by Galeries Lafayette Doha in collaboration with one of the world’s leading paint manufacturers, Jotun Paints.
This colour bar offers a menu fresh off the runways of the New York Fashion Week Autumn/Winter ’19 collection, “which you can mix together to create your favourite colour for your walls or furniture and take it home for free”, the statement said.
“The Colour Lab will give a chance to Galeries Lafayette visitors to explore the beauty of their new winter collection colours, tinted live in one of our latest luxurious finish products (Fenomastic Wonder wall),” said Shashi Kumar, country manager of Jotun Paints Qatar.
Kevin Gerard Pender, head of Visual Merchandising of Galeries Lafayette Doha, added: “At Galeries Lafayette, we are always trying to take our customers beyond the retail experience.
The Pantone — The Exploration of Colours campaign is a revelation. It highlights the power of colours and how it directly influences the soul. We want our customers to explore and experience the dazzling hues that the season boasts of.”
Galeries Lafayette Doha is located at 21 High st, Katara — the Cultural Village.
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