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OILILYLocation Amsterdam (the Netherlands)What Visual merchandising By Björn Blankert (VM Manager)ALU System Mobile

Dutch fashion label Oilily is known far and wide for its colourful collections of clothes for women, children and babies. Think folkloric prints, polka dots, stripes, bags featuring appliquéd aliens, tiered skirts flashing layers of orange, purple, green and yellow – and making it work! – baby caps topped with antlers: you get the picture. To give the company’s Dutch shops a fresh appeal, Oilily took its one-o� shop in Antwerp – vintage cabinets and built-in system for hanging clothes – as a point of departure. Transferring the entire retail concept featured in this Belgian shop (designed by UXUS) to other Oilily stores proved infeasible, however. Björn Blankert, Oilily’s visual merchandising manager, opted to keep the stronger elements and scrap the superfluous. For use in all Oilily stores, he selected four colours (purple, lilac, pale pink and rose), vintage cabinets and chairs (often used to display clothes), dark plywood shelving (for various functions, including the display of folded garments) and the A LU Mobile system. ‘You can do so many things with Mobile,’ says Blankert. ‘The freestanding elements for hanging clothes are perfect for altering the look and feel of a shop in less than an hour. You take what’s on the shelf,

hang it up – and vice versa – and your customers see a new shop and new products. The triangular structure lets me use the system unsupported – away from the walls. And it’s ideal for creating a block of colour.’ Blankert is equally enthusiastic about Mobile wall systems. ‘We simply adapt shelving heights to the type of clothing on display: baby clothes are one level lower than girls’ clothes, which are one level lower than women’s tops and skirts: the system provides visual clarity.’ He estimates an increase in a store’s capacity by more than 10 per cent. ‘ I used to display about 17 garments per square metre, and that number’s nearly 20 now.’ Another great Mobile feature is the room it gives you to play. For example, Blankert screwed antique doorknobs to the upper rails of freestanding Mobile elements – ‘to keep the hangers from sliding o�’ – attached simple wooden hands from drawing models to tubes as hooks for displaying bags, added a plywood shelf topped by a mannequin head in a cute cap – it’s sooo Oilily.

WOR DS ALEXANDRA ONDERWATER

65 MIND #02 / ALU PROJECTS


OililyStore Interior DesignInterview: MIND Magazine ALU


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–Small window–

Pull the rope though the belt loops of the denim

Put the letter in the bottle

Show all the details

Modify the garments with pins

Put the letter in the bottle

Only for the stores:Amsterdam HW 1Breda 2Eindhoven 1Haarlem 1Melbourne 1Brisbane 1Antwerpen 2Brussel 1Knokke 1Kortrijk 1Leuven 2Budapest 1

Please show the detail

–Extra option for the mannequins–

40cm

Brick wall

Painted logo on wall

(like on old buildings)

More glass vitirnes

Brick wall on both sides

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