One for the Money, Two Dogs for the Show....

A few years ago, I met an artisan at the Seattle Gift Show. Her name was Shauna Morrissey and her business was called Two Dog Design, after her...two dogs! I noticed her work because I thought some of it would be perfect in the Columbia Winery retail shop, and I stopped to talk to her. Amazingly enough, she lives and works in the same town as the winery! She was new to the show circuit, young, and enthusiastic as all get out. I knew instantly that she would make a success of her business. Skip to a year later, when she called me asking me to help her design a new booth setup for the San Francisco International Gift Faire. Her deal: She would work as my 'go-fer' at my upcoming SGS seminar in exchange for me sitting down with her and giving her some ideas. How could I pass that up?!!!!


So after I worked her to death (really, my seminars are very labor intensive...there was a lot of gathering of products from the show floor and then returning it after I spoke) I plopped down on the floor with her and asked her some questions. Already familiar with her artwork and her aesthetic style, I began sketching on a pad.

I was drawing four separate vignettes, each designed to focus on the subjects of each of her four collections of framed & canvas art, furniture, cards, etc. that would form the basis of her booth. By separating these four subjects into individual areas within her booth, the visual impact would be greater - and increase the likelihood of buyers to hone in on subjects that interested them.

The four areas were then arranged in a booth space in a diagram, adding in an area in the center to allow for sales activity to go on without blocking those displays. This kept the visual appeal intact from the aisle in front of the booth, attracting more attention.


We talked as I sketched, and within about fifteen minutes, I handed her the sketches. She looked up at me with a smile...."I could never in a million years have come up with this and you did it in fifteen minutes! THANK YOU!" I just wanna see the final booth and be proud, I said. She went home and built  a mock-up of the design in her studio.

About two weeks later, Shaunna sent me images of her booth mock-up as photographed by a pro:



I was thrilled to see the concepts I had sketched come to life, and then when I traveled to the San Francisco International Gift Show for my seminars there, I saw the booth in its entirety at Moscone Center:
I had no time to talk with her before my seminar, so I came back by to see her late Saturday afternoon.

Imagine my shout of glee when I saw THIS:

Yup, that's an AWARD for 'Best Booth' in the 'At Home' division of the show!!!

She was proud, I was beyond myself with joy, and the response she received from buyers was 'The BEST I have ever had!' she told me. Her image was professional, her style upscale, and everyone took her seriously because of the way she presented herself and her artwork.

She has since been featured in American Craft magazine, Gifts & Decorative Accessories magazine, and has licensed her designs for production on any number of products. You can find her at www.shaunamorrisseyltd.com.


THAT, dear readers, is why visual presentation and merchandising matter.
It doesn't take alot of time or money - just paying attention to details.

Spring Event Decor

It's that time of year in the wine industry - big spring events to launch the release of new vintages. This past weekend was the Taste of Red in the Yakima Valley - I wasn't there for the event itself, but was at Hogue Winery on Friday to begin my part of a redesign project. And I can't even begin to explain the excitement around there for the weekend event - mostly because they pre-sold a slew of tickets, but also because the weather forecast was for SUN! The incredible staff had a great weekend, I am certain.

Event decor isn't difficult to do right - just think large. Large scale, large impact, and the fact that there will in all likelyhood be large crowds milling about the space. The photo above is of the entrance to an event at Columbia Winery last spring...the curtained doorway to the banquet rooms makes a huge impact as guests walk up. Large, tall flowers and hot colors are impossible to miss and start the event off on a festive note. The fabric curtains and pipe supports were rented from Grand Rentals, and I did the flowers, which are real branches of plum blossoms and hot pink peonies mixed with silk green viburnum. I want what I want, and if it's not in bloom, I go silk. (No one EVER noticed!)

Inside the event room, we created a 'photo spot'. In keeping with the theme of a Bacchanalian Celebration, we rented the columns from AA Rentals. I added a bust of Bacchus, a small fountain spewing watered-down wine that sat on top of a wine barrel, several silk grapevines, faux grapes, and some grape lights. Tucked behind was a section of a laurel tree (a very Roman/Greek plant!) that a winery employee donated after chopping it off the huge tree in his year. Decor props come from EVERYWHERE - and free stuff from nature is my favorite to work with.

More columns, and a vase also rented from AA, filled with more blooming plum branches. This adds a nice bit of height and drama to the buffet table. Hot pink peonies and more silk grapevines all add movement and interest. The sheer green tablecloth is actually curtain panels purchased inexpensively at Ross - they have tiny pink roses appliqued all across the fabric. It just whispers 'spring'. Behind it, more pink curtains for impact.

This closeup shows a styro ball covered with Kermit mums and a few pink carnations sprinkled in. These were the centerpiece for each round table (and why I don't have a shot of those, I certainly do not know!) and sat up on a wire frame, which was covered with a silk grapevine. Simple - but effective. Even a crystal vase or bowl with a floating hot pink peony would have done the trick - a splash of color. The important thing at the table is the people, not the decor. (And at winery events, we have to consider that no fragrant flowers or candles are ever used - it interferes with the nose & palate of the wine.)

One other note: This event was held on a Sunday evening. The day before was the Wedding Showcase event, where Columbia is open for brides-to-be to view the facilities and see a mini- trade show of vendors who provide rentals and services for weddings. Suzanne, girl wonder, organized that event. SHE ordered the pink curtains, and because the rental company wasn't coming to get them until Monday morning, we were able to 'piggyback' and use them for the wine club event. Saved us MUCHO bucks. SO, if you can ever set up events this way, do it. Half the work (one setup), half the money, twice the impact. Smart budgeting!

A Rainbow of Color

I wrote recently about one of my fave authors, Alexandra Stoddard , and her new book (her 25th!) titled 'You Are Your Choices'. I highly recommend this contemporary philosopher's perspectives on living beautifully in every facet of your life AND on color. She is fearless with it!

Today, I had the pleasure of meeting Sandie and hearing her speak on color. Her seminar at the Northwest Flower & Garden Show in Seattle was held in the very room where I present seminars on retail visual design & display - I will be remembering this day every time I walk into that room in the future! When it was announced that she would be signing books after the seminar, I purchased a copy of 'Time Alive', (which I hadn't known about!), and had her sign it. What a charming, vibrant, animated and inspiring woman...just like her books.

Alexandra (Sandie) and her husband Peter Brown, graciously signing my copy of her book. And how about that COLOR?! Love it. Absolutely. In her presentation, Sandie quoted Maya Angelou:
"When things look their darkest, look for the rainbow.
When things REALLY look their darkest, BE the rainbow."
I LOVE that. And this woman really knows how to shine in ANY color!

More Makeover Magic....

A little more of the Associates Marketing Group Seattle showroom makeover....
BEFORE:This is the back wall, what you see when you walk into the space.

(A bit hard to see the fabulous products, isn't it?)
My immediate response was to plan a setup that brought in the existing other fixtures that match the big hutch, and to move those rustic wood fixtures to the center of the wall to demand attention. The shelving would move outward, to the sides of the main display area. This pulls focus to the center and highlights the garden/outdoor products that would be featured in the center for the spring/summer season launch.
BEFORE:Here's the big hutch:

BEFORE:Here's one of the cabinets that match it - located in the front window.

BEFORE:And here is the other cabinet that matches, holding kitchen ware in the other half of the showroom.
(This is the wall where the Oenophilia wine products are in the last post on this makeover).

A sketch of the new setup, with all three fixtures together and the shelving moved outward to allow the natural light into the space:



And when the fixtures are moved, and the product added, here is what it looks like:


Look at how the light hits the glassware! It was barely noticeable before on those dark shelves!
Time for adding the final touches ran out - so the trellises and pots of bright colorful flowers are missing. I also suggested that she add a large sign with the AMG logo on it above the cabinet - since it is the first thing you see when you walk into the space, it is a perfect place to build her brand awareness. Simple things like that can really make an impact.

It's not necessary to spend a fortune on new fixtures to make your store, showrrom, or even home look fresh. Simplify, organize, group by color or purpose/use, and take advantage of the field of view to create impact.

(And of course, you can always call ME to come help you out!!!) ;o)

Women Seeking Inspiration?

If you are a woman, and an aspiring, new, or even seasoned veteran of owning your own business, I recommend that you grab the March 2007 issue of Country Living magazine. Starting last year, Country Living devoted the March issue to Women Entrepreneurs. Response has been tremendous, as women all over the world are seeking ways to turn their interests, hobbies, ideas, and passions into businesses. Sprinkled thru the issue are tips, info, inspiration and features that are very valuable to women in ANY stage of building a biz.
The back side of the magazine is a 'bonus issue', filled with all kinds of creative ideas for workspaces and more features on women in business. You can also go online to Country Living to see more, and to read about the 'Women Entrepreneurs Celebration of Creativity' event in Chicago, sponsored by CL. (MAN I wish I could go this year!)

Note the resources listed on the bottom of page 15: craftandhobby.org, ladieswholaunch.com, and Bliss Guild - my personal favorite! I've been a member of this online women's business community for over eight years, and contacted CL editor Frances Bailey about us after seeing last year's magazine issue. Having us 'blurbed' in this issue is truly gratifying. It is so important to have a support system, networking groups, and research assistance - online communities provide this so easily. Because we are located around the globe, there is no competetive activity and we can share freely about what works, what doesn't, what we've learned, etc. An unbeatable combination!

We gals have to stick together, ya know?! (Sorry guys....)

In the Zone...

Recently I redesigned a showroom at the Pacific Market Center (formerly the Seattle Gift Center), and would like to share a few of the design principles involved in a project like this. Whether you have a showroom, a show booth, or a retail store, you can find info here to help you in your layout/design development.

Here are three shots of one area of the showroom, BEFORE:



This display setup was located immediately inside the doors, and to the right. It was 'U' shaped , with a low 'pedestal' on the floor in the center of the @ 8 X 8 area. Very tight space!

Now, if you know anything about 'the science of shopping', you know that shoppers generally enter a store and head to the right. (And if you don't know anything about this science, get thee to Amazon and order 'Why We Buy: The Science of Shopping' by Paco Underhill!) So, you need to take this principle into account when designing a space. Create open space just inside the entrance (known as the 'decompression zone') and then arrange fixtures so that you direct traffic easily to the right. The old arrangement of fixtures in this location actually discouraged shoppers from entering - people avoid closed-in areas, and this section of the showroom was claustrophobic! So my first objective was to address the traffic flow challenges, along with showing off the merchandise and making it easy to access for ordering. (Showrooms are harder than retail shops in that respect, because there is only one of every item - and you can't cross-merchandise. Each line has to remain intact, for ease in ordering.)

I used the principle of Zone Design - dividing the space into functional areas containing products of like purpose/use. By taking an inventory of the lines carried and placing them in categories (Wine, Kitchen/Cooking, Tabletop, and Outdoors/Home Decor), I was able to determine how big each Zone would need to be to hold them all, and then where each Zone would be located. The sketch below outlines how they fit into the showroom footprint:


Once that was decided, I moved on to determine what fixtures worked together (same finishes, similar structure, etc.) and what product would show best on those fixtures. In some cases, manufacturers provide fixtures specific to their products - I left those as they were. Then I went about arranging each Zone. (And I really am not fond of the measuring part.....I was having dreams about fixtures moving themselves around, sort of like 'The Sorcerer's Apprentice' brooms....) Here is a preliminary sketch of the floorplan:

I drew up each Zone setup as a floor map, plus some 'front view' elevations so she could see how it would look when standing in front of it. I handed over all of the drawings and outlines and details to the owner, then she and her staff did the actual rearranging of the place. And on tight deadline, too, a week before the show opened! They did a great job! Here are photos of the same products from the first shots - now across the room and on new fixtures:


Big difference, huh?!!! Open and spacious, this areas holds all of the wine-related merchandise she carries. (Which is about five times what you saw in those before shots). Visual impact is better, because you can see everything as you are approaching it. No more stuff down on the floor! Traffic flow is better, as there is more room to move about - very important when you have 40 people in the space at any one time during Market Week. And, everything looks more important and high quality by being in a clean, spacious, open environment. (The unblocked windows add to that, too).

That's Amber, owner of Associates Marketing Group (wholesale only). She's admiring the open space and easy flow of the new design scheme! She is standing in front of the showroom entry, and the barrels & shelves to her right showcase wine accessories & glass, and lead into the area you saw in the 'after' photos above. I was in the showroom on Monday, five days after Market Week began - and she reported that responses from her staff, the product reps, and buyers were very favorable to all the changes we had made. And her sales were BRISK while I was there, to say the very least! Lots of activity at the ordering tables in each Zone, and people were able to view other Zones from those tables, as well.

I love being able to help people maximize their visual impact and space use...especially without spending any money! (sort of the industry version of Aaron Foster's FreeStyle show!) Ummm...correction: Without spending any money on new fixtures, etc. - I still like to be paid!!!! ;o)