SPRING IS IN THE AIR

KINC SENDS SONGBIRDS SOARING FOR MARSHALL FIELD'S 'WONDERFUL WORLD' PROMOTION

THE COMMUNICATION CHALLENGE
Create a delicate but impressive piece to fill the historic 13-storey atrium at Marshall Field's State Street flagship store that is equally impressive when seen from balconies throughout the store, and comes in under the space's 1,000lb weight limit.

THE DESIGN SOLUTION
For Field’s 2006 spring promotion, "What A Wonderful World," Kinc designed a stunning 30’ x 50’ mobile, evoking the die-cut paper look of the campaign art, and featuring delicate 18-foot PVC birds perched in filigree branches over cascading flowers and small birds in flight.

Great idea! Now, how do we build it?...

KINC COMES TO THE RESCUE
With a six week deadline and only the advertising graphics for guidance, Kinc workshopped with Field’s Senior Visual Manager to develop a small-scale models of the main mobile.

With the model approved, Kinc sourced sturdy materials that would mimick the airy, delicate look of the paper model without losing structural integrity, or exceeding the atrium’s weight limit. Careful materials selection and innovative fastening techniques resulted in a sturdy and safe mobile that fulfilled all the technical parameters without sacrificing the light, fragile feel that the client wanted.

To add further accent, Kinc fabricated three difficult twisting Plexiglas pieces featuring a hand-painted translucent blue panel sandwiched between two CNC routed outer layers to add visual interest to the piece.  A matching, smaller mobile was also created for the store's second atrium, to deliver a seamless visual experience for Field's guests.

THE IMPACT
In addition to high levels of positive response from both the client and Field's guests, "What A Wonderful World" was awarded the presitigious 2007 VMSD Award Of Merit for In-Store Seasonal Promotion.