Fashion illustrator Alexandra Gritz was selected to create visual ideas for Christmas windows and NY 2018 in luxury store Au Pont Rouge. Every window should reflect ideas inspired by one of the fashion designers presented in the Store. Here Alexandra would like to share her experience working with sketches and finding the right idea. Part 2: Garcon
I was commissioned to create fashion illustrations which would go on store's Christmas windows. Au Pont Rouge is a luxury fashion department store located in Saint Petersburg, in a historical building. It occupies 6 floors and every floor has perfect windows facing the streets. So the building has a great potential to "communicate" with the city. I, with creative team of Au Pont Rouge sorted through many ideas how we can use the whole building to decorate it. Due to deadline and a lot of city bureaucracy restrictions we decided to use only the windows of the 1st floor for that Christmas and keep ideas for the next projects.
There are 14 windows on the first floor. Every window shows printed illustrations featuring one designer or brand. Here are coming illustrations for one window featuring Garcon.
Garcon is a popular and authentic bakery and confectionery. Garcon team pay a lot of attention towards its product, shopping experience and visual identity.They are not afraid of using illustrations in its promotions which is contrary to the popular rule in HoReCa marketing - always show product itself.
That is just a sketches. Very soon I will publish final work with photos of the windows.
Alexandra Gritz is a fashion illustrator and art director currently based in Saint-Petersburg (Russia). Alexandra collaborated with creative agencies from USA, Spain, France, Russia and UK. Contacts
Au Pont Rouge department store ("Near the Red Bridge") is a conceptual space in the center of St. Petersburg in the historical building. The Department store features niche brands such as MSGM, Each x Others, Etre Cecile, T by Alexander Wang, Christopher Raeburn, Marques Almeida, Japanese Issey Miyake and Y-3, MM6 Maison Margiela, NO.21.
The department store was opened after reconstruction in July 2015.