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.