G by Guess,
Valentine’s Day/Spring 2012
Westfield Culver City, Culver City, Calif.
“Un-Happy Valentine’s Day” is not a traditional sentiment, but G by Guess took
a tongue-in-cheek approach to displaying season-appropriate apparel with
red and black hearts and a “Crappy Valentine’s Day” tagline. To convey a lighthearted “love it or loathe it” message, designers used a faux lenticular insert
showing one word or the other depending on from which side the window was
viewed. The display is constructed largely from basic materials: cardstock, vinyl,
and magnets—although fitting it into store parameters and aligning the letters
required some fine-tuning.
Visual Elements: G by GUESS Los Angeles, CA