i decided to conduct an interview with John Rohen. John Rohen is the Associate Sales Manager at Armani Exchange ( Union Street Location).

Instead of interviewing someone that follows the same visual display procedure as Anthropologie, i decided to interview someone that follows the complete opposite procedure (which in this case is the controlled and limited approach vs. the free and relatively more creative one of Anthropologie) in order to get their perspective upon the visual display world.

- Your position: Associate Sales Manager 

- What does your job require you to do (within visual displays)? 
install window displays,update mannequin looks,window vinyl signage, spot painting (if necessary),install interior graphics

- What is your favorite part?
I love starting with completely blank canvas(window), and creating some thing great. It's very rewarding knowing that what I install
makes people stop on the street and say "wow great window! makes me wanna come in and see what this place has to offer", 
love the "hands on" work

- And what is your least favorite part?
Not much creative freedom, I work for a corporate company and every window for every store in the company must be the same, 
suggestions to corporate about displays usually go unanswered

- Do you have freedom when it comes to controlling the sets and the design of your windows? If not, then who is? ( corporate / catalogue? ) 
Corporate controls the setup, I just have to modify the display to our specific window dimensions and substitute mannequin looks if necessary.

- Do you think that such approach limits creativity within your store’s environment? 
Somewhat, I'm sure other managers at other stores have great ideas that would cater to their specific customers, as do i,
but we are not really allowed to make that change. The only real creativity i can put into my window is a look substitution if
our store is not allocated the item that MUST be in the window

- And would you rather have it any other way?
I understand that being part of a corporate retail company displays have to be consistent, but different stores in different 
locales have different clienteles. I think that needs to be put into consideration with window displays. For example, here in
San Francisco most residents really love and have a lot of pride in their city, having a window that shows that you share
that love will make customers feel more comfortable coming in and spending money, especially if it is their first time in that store.

After interviewing John, ive learned that not only does the limited procedure limit his creativity, but it is also an important factor when it comes to catering to the customers needs. Every store in every location has a different set of customers and it is important to meet their needs, even if its within the visual displays of the store. 

Just like they promised at the beginning of this internship, Anthropologie really did offer me a great opportunity to experiment and expand my knowledge within visual displays. It definitely strengthened the level of my studio work and helped develop my experience within visual displays. Throughout the 10 weeks spent there; I helped complete many projects and accomplished many store goals. The other interns and I were faced with new challenging tasks everyday. Despite the fact that some tasks were a bit too challenging, I wouldn’t have changed any. Even the time I was on the seventh step of a giant ladder, gluing corks on a paper tree branch… that’s located above my head. 

Throughout the time spent at the internship I was able to answer the questions I asked earlier. My questions revolved around the source of their inspiration and the process in which they develop their great ideas and transform them into awesome works of art that decorate every corner of the store. The visual team receives inspirational ideas from the corporate office. In regards to the projects we have done, an example would be denim, or corks. Illustrations of possible projects and materials are also sent but it’s totally up to the visual team to decide on what to do and what present in their windows and around the store. I’ve also learned that most of the displays are not made out of expensive, elaborate materials, but rather simple and cheap ones. In the future, I would love to learn more about my own ability to use unconventional materials in order to make highly sophisticated pieces of art.

After completing my 10 weeks at Anthropologie, I feel like I’ve gained a vast amount of knowledge about this visual display world that I barely knew anything about. In addition to the fact that I now have the experience within this field; but I am also prepared for what’s to come if I made the decision to pursue such career. Hard work, efficiency, and a stellar portfolio are what’s expected, and that’s what I have to bring to the table. I’ve made great connections, and even greater friends within this short time period. I am sad its over.

Corks, Pt.2

All the corks that were painted were used to create two amazing window displays.

Window -1-

This window display incorporated little separate bundles of differently shaded corks. Each 7 cork bundle was placed into chicken wire. the chicken wire was shaped in order to give the organic, natural feel to this project. 

Window -2-

A giant cork tree is what was out on this window for display. The body of the tree was built from wood panels. the wood panels were covered wit chicken wire as well and then covered with construction like paper. After building the body of the tree, each cork was glued separately on the trunk and branches. Yes, separately. This project tested everyone's patience. If not once, then twice, or maybe ten. But regardless, seeing this tall tree stand in that display window was very satisfying. its definitely one of the most intense project i have worked on. 

Artist Resume

Hanada Shagour

963 Farrier PL, Daly City, CA 94014 – (949) 610 4454    hanada_aa@hotmail.com

Objective: To get a position as a Visual intern to gain further experience in this field.

Educational Background

San Francisco State University, CA.                                                                         2010 - 

                         Bachelor of Arts in Art (In progress)

Concentration in Studio Art

Painting/Drawing, and Conceptual Information.

Minor in Art History

Irivne Valley College, CA,                                                                        2007 - 2010

                        Associate In Arts / Art

Experience

-       Participated in multiple School Art Galleries.

-       Was part of a project involving Street Painting in Irvine, CA.

Relevant Experience

            Anthropologie

                        Visual Intern Spring 2011

-        Established aspects related to visual presentation.

-        Conceptualized the visual presentation materials for the store’s products.

Computer Skills:

Proficient in the use of the following computer languages:

-       Adobe illustrator

-       Adobe Photoshop

-       Director MX

-       Macintosh/PC

-       MS Word/Excel/PowerPoint

Core Competencies:

-       Ability to complete tasks within limited time period and handle multiple tasks simultaneously.

-       Possess excellent organizational, negotiation, and artistic skills.

-       Took classes in Painting, drawing, figure drawing, 2D design, 3D design, sculpture, and Art History. 

Week -  9 -

Cork me

A new window display, a new deadline, and a new challenging task. This time around, its all about the corks. We contacted neighboring wine bars, wineries, and grocery stores asking them to save the used wine corks for our " new and awesome window display". Astonishingly, the total amount collected was 48,000 corks. YES, 48,000. Bags upon bags of corks were piled in the studio, and just like the clothes pins; we had to paint them.. individually. 3 shades of green, a blue, two 5 hour days, 3 interns, and a sea of colorful corks was created. 

Did you know that theres artist that specialize in corks? cause i didnt. A "Cork Artist" came into the studio as we were working and introduced himself. Steve, (even though he really looked like a Charlie) is a cork artist from the San Francisco. He mainly builds sculptures out of "real corks". Nothing synthetic or monotonous, but rather the unique ones. He slices the corks and then builds sculpture forms out of them. On the side, he likes to peal corks and build iphone cases. thats what i call passion and dedication right there.  

Week - 8 - 

Call me the weaving lady

 Weaving, not a big deal. Actually its pretty easy and fun. But weaving an entire Bed Display looking up while standing on a ladder is an entire different story. There were many moments were i thought i was going to fall straight on my face but luckily that did not happen and i stuck through the entire upside down weaving process. And when they say they want a perfect weave, they mean a perfect weave by all means. The thickness, the color coordination, and the straightness was all taken into consideration.

Hardware was just another word in my vocabulary. But at Anthopologies, fixing the hardware is pretty much someones worst nightmare. It was my turn this time since i've never been given that task before. and maybe i should have said yes when they asked me if i had done this before. Fixing the hardware includes rolling down 2 big metro racks filled with hardware that range from door knobs to hangers and everything thats hardware ever imaginable. After rolling comes the efficient organizing and stocking. i was warned from the sad fact that some start and never finish due to the gabilliion bazziliion colors, patterns, size, kinds. But luckily i got the job done within the time limit and may i say that it looked pretty nice!

  

Create a Creative Project

The art project i will present at the end of the semester will be inspired by my last week at the internship. Like I've said before, in almost every post, i love the idea of making new things out of nothing basically, and in many cases it is literary out of garbage. Some one had gotten rid of that coffee table but now its serving as a shelf, in the middle of a high volume store.  Last day i was there i saw this bag full of mini fabric sample squares and I've definitely experienced one of those enlightenment  moments we all hear about. They create amazing out of nothing, and out of their nothing i will create amazing. The fist time i walked into the store i was taken away by this wall display. It was just a simple portrait, but this portrait was made out of twisted little fabric knots. the different shades and patterns of the fabric complimented and paralleled the shading and the coloring that goes into portraiture. I come from a drawing/painting background, specifically in portraiture. Therefore creating a portrait using Anthropologies unwanted material would definitely hit the mark for me.

- Week 7-

Im just taking away by the idea that we are able to transform old, ordinary things into these cool, hip things ive always wanted to learn how they're made. I spent a good portion of my first day painting and help hanging a shelf. A shelf like no other though. A once upon a time little coffee table is now cut in half, painted aqua, and used as a fully functioning shelf.

I was hoping the next day ill be able to do something as inventive and cool and i did. i was given a newly aqua painted chair, a hammer, pins, old fabric and magic seemed to happen. i was to cover the old chair with this ethic fabric that was taken off of a couch sold at the store. But sadly the couch broke.

- Week 4, 5 & 6 -

I've decided to combine these two to three weeks within one post. Everyone including the entire staff, the visual team and the interns were all focused on one of the biggest corporate visits the store has each year. High tension and high expectations were all at stake, and we were all trying to meet our goals, somehow. Some of the goals were pretty achievable, but some id say, were just a bit unrealistic. I knew in the back of my mind that i should not have taken that coffee break, maybe i would've painted a bit more over 686 clothes pins vs the 1000 pins i was supposed to paint, ...  individually. Took 2 days to paint but the old ordinary looking clothes pins are now hanging on strings and used in the main window display, and it feels goood.

The visit overall was a great success, or so i was told. The regional manager and his team were really impressed with the store displays and really were really taken away by the talent present at the store.  we were told that "it'll take him 10 years to forget that big massive fish thats hanging from the ceiling". and that as well, feels good.

These two weeks were just a blur of organizing, stocking, cleaning, dusting, painting, and painting a bit more. But non the less i found it very beneficial to be in that environment thats full of tension, high pressure and anxiety. I should be expecting deadlines, goals, and corporate visits in the Visual display world right?

Week - 3-

OH man.

wooden blocks. shelves. nails. drills. dust.... is my ability to do intensive physical labor being tested here? 

A new sale room is being built, our job was to install the shelves, move all the merchandise, and set up in a way that will be "appealing to the eye of the shopper". As easy as it sounds, moving and installing those shelves was not the breeziest walk in the park. But none the less, the job was done and we were to set up all the pretty home wear in a way that will make them even prettier. 

May i say that i've missed the studio this week, but stepping out of my comfort zone definitely helped me expand my experience within merchandising and learning how to take the shoppers perspective upon things vs. mine. Ive learned that in such industry, knowing how to make beautiful things wont cut it. But an artist should rather look beyond the physicality of the art work and onto the bigger aesthetic spectrum the work is presented in,  in order to appeal to the, in this case, shopper.

Second day was not as intense. Actually quite the opposite. Making pink gentle flower petals all day was pretty ironic after an intense day of using hammers and drills.

Week - 2 -

This time around, i was prepared. A cute dress, high heels, pink blush, a fearless attitude, and i was ready to conquer this place. My work was allready set out for me and i was ready to work and prove that im worthy of this space. I was given the task to make these new yet vintage looking hanger covers. Stencils, old canvas, and a sewing machine, and i got the job done. Took the entire day, but non the less, it was done and ready for Valentines day. Ironed, pretty, and embroidered with a heart. My new yet vintage looking hanger covers were ready for display.

Second day, second week and i was given a bit more responsibility and it could not have felt any better. I was told that i wasnt going to be a given specific task today, but rather help out execute some research. I spent my time doing online research for products, tools, and supplies for a new Ocean/Sea shore theme. who knew that finding cotton knitted grocery bags was going to be so difficult? Being done with the online search i headed out to the hardware store where i picked out the colors i thought were suited for this next Sea Shore project. In control and productive, thats how i ended my week.

ps. In my room lays a cooper coated bird that was made out of trash that was going to be trashed, i don't know what to do with it yet but its definitely keeping me company for now.

Welcome to Anthropologie

- Week 1 -

My first hour, and i was already bombarded by all these 5ft little determined women running around with cute dresses and high high heels. Intimidating? i would say so. Defiantly not the atmosphere i thought i was stepping into from my preconceived notion of the quite "mythological" "Anthropological" atmosphere of Anthropologie. Before the store opens at 10am, the visual team is there at 6 preparing the store's displays and setting out the merchandise. They're very welcoming yet very serious, and they put me to work right as i entered through the doors. Behind all the knitted scarves and the elaborately designed dish ware lays a little art studio filled with manly tools, hardware, and massive piles and wood. And thats were ill be spending most of my time. Myself and a group of 3 other interns were introduced to the new Spring 2011 installation / merchandise display idea. "Denim, Denim, Denim!" is what the Visual Artist said, so i take it that Denim is the main focus of this spring season. One of the projects i started working on is this huge wall installation for the front of the store. We were to create a painting surface made out of various sized cubes covered with denim squares. The cubes with the attached denim will be hung on the wall and and an image will be painted onto the denim surface. I spent my first five hours at the internship cutting up old jeans into stacks of denim squares, ironing each and everyone of them, and lastly nailing them onto the white painted cubes. In addition to this fun so called "slave" work  i learned more about how this idea was formulated. Each store receives a set of undetailed instructions and its up to the visual team to take these instructions to the next level, allowing them to make their store unique and unlike any the other store. i thought that was really cool and made me get excited again about this great opportunity. 4 bloody fingers, a bruise, and a new eye opening realization, and we called it a day.

Visual Internship Spring 2011

The Visual internship at Anthropologie offers a great atmosphere for individuals to experiment with the contemporary visual art world. The internship involves creating and maintaining displays, assisting in the completion of visual projects, and upholding the overall aesthetic of the store and its objectives. This internship provides a cross between studio work and visual merchandising/ display, which both are areas that I’m sincerely passionate about. As an intern, I get to work with the visual team they have on site, and help them develop and execute the projects they have on hand in order to provide that “Anthropological” experience for the customers. Each season, each store undergoes a series of display changes, and I am glad to be part of the Spring 2011 change.

Upon entering this atmosphere, many questions arise. How, where from, and who exactly is behind this hype about their unique visuals. I would love to learn more about the source of their inspiration and the process of how they develop their great ideas. In addition to that I would like to expand my experience with professional studio work.

At the end of each week, I will make an entry to my blog explaining what I did during the time I spent there (10 hours/week), and describing the projects I helped work on. The Company’s strict publicity rules will make providing photos a challenge. But ill try my best!

I don’t exactly have the project planned yet, but I would definitely want to create something that is inspired by the visual teams’ process of formulating their ideas and executing them. This will offer me a chance to develop my “thought process” techniques and push it in the direction of positive creativity.