We sat down with Short Course tutor Debbie Flowerday, to learn more about Retail Display and Design, one of the popular courses she teaches here at Chelsea College of Arts.
This course will give you a comprehensive understanding of the ways in which brands engage with their customers through visual communication in spatial environments. Perfect for creatives and beginners alike interested in designing for spaces and immersive product and brand experiences.
Please give a short introduction to your course and subject area - What is the basic structure, and what should students expect to learn after taking the course?
Retail Display and Design is perfect for anyone wanting to know more about the Visual Merchandising industry. I have a lot of students sent on this course to learn the necessary Display skills. The students will learn how windows work, the art of attraction Prop design, and how to create something from nothing. Inside store design best practices, how to keep customers engaged with strong focal areas within the store.
Could you take us through, in a little more detail, one technique or topic students will learn about on the course?
All my classes are very practical, with a mix of PowerPoint presentations and hands-on tasks. I think the only way to learn this creative skill is actually to do it. We start by looking at how windows work, focal points which we create on paper, we then take the concept forward into a 3D form using a product. We venture out into London to look at visual merchandising techniques. We look at store interiors, group projects in re-designing a given store. The final project is to design a 3D store made from card, often they present it back to their companies or keep it for their reference.
Retail Display and Design
What is the most important thing that students take away from your course?
Understanding visual merchandising principles and feeling confident in using them. The knowledge of how to dress a window, create an interior display, colour cohesion, and perspective. Visual Merchandising is a transferable skill, and students can apply to styling, events, or a home.
Anything you'd like to add?
I love this course because I meet such interesting students! It never ceases to amaze me the talent that so many students have. If your thinking of opening a shop this course will give you so much.
You can view Debbie's work on her Instagram: @debbieflowerday