I made a trip to The hansel Shop
one sunday afternoon.
This minimalist shop is located at Stamford house,
just a stone's throw away from Raffles City Shopping Centre.
The hansel Shop at Stamford House
the minimal window display
Hand-drawn dollies by Jo
Cards & Accessories made to complete the entire collection
How did you get your inspirations from?
I take the cue from the different themes that accompany each collection. For example, our previous collection had the theme “Robot Girl!” and it was all about old fashioned toy robots and electric bolt motifs. For that collection, I created a larger-than-life sized robot from cardboard boxes for the shop display! This season, the theme is called “Paper Dolly” and is simply inspired by paper dolls. I stuck large sheets of paper on the shop walls and drew in the two-dimensional world of Miss “Paper Dolly” with windows, bookshelves, a sofa and even her framed “family photos” on the wall!
How long does it takes to plan/execute the entire display?
About three days in total – Half a day to conceptualize the layout, one night for white washing the entire shop and the next two consecutive days to draw the whole room.
Describe your store's target consumers.
25-35 years old, female, working professionals.
We have ladies from advertising account executives to doctors shopping at The hansel Shop.
Are the stocks piled or minimalist?
We are an exclusive niche brand and currently offer about
70-80 SKUs per collection.
What do you think of VM in today's context?
Visual merchandising is an important element in the overall brand portrayal and communication. It is not to be treated as an afterthought. As the saying goes: “Context is all.” – the context in which you present your merchandise DOES make the difference.
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