I.N.C International Concepts, created for Macy's, has announed a summer fashion collaboration with fashion designer Trina Turk and her husband Jonathan Skow, designer of Mr Turk. The department store's latest windows promote the Trina Turk x INC women's collection and Mr Turk x INC men's collection.
The campaign, shot on location in Malibu, reflects the colourful, contemporary and relaxed aesthetic of the collections. Original prints and dynamic pops of colour are paired with classic silhouettes, combining effortless California dreaming with bold sophistication.
The Macy's visual merchandising team was inspired by the contemporary and at-ease aesthetics of the Trina Turk and INC brand, as well as Trina’s beautiful shop in Palm Springs with a touch of summer resort in the back drop.
The backdrops are architectural room dividers designed and built to create a feeling of resort and ocean with movement. Macy's added blue projection on top of the screens for animation and feeling of water moving. The white river rocks create curved paths to again reinforce the subtle movement and guide the composition towards ease.
The screens are handmade from wood, and the platforms and trays are handmade from plywood then painted. A projector and blue jells were also used in the scheme.
Photography: Kent Miller Studios