Perfection Every 3 Weeks
Bespoke Visual Merchandising and Branding
Founded in Shanghai by Luca Lam in 2008, Blue Mount is a leading provider of bespoke quality Visual Merchandising and brand services to both top-end and corporate brands.
We complete in-store and events design and installations, and offer Visual Merchandising training and trends. While specializing in China, Hong Kong, and Taiwan we also work throughout Asia with a wide range of fashion retailers and shopping malls to create retail solutions. With offices in Shanghai and Hong Kong, Blue Mount is a one-stop solution to visual merchandising problems.
Top-end Visual Merchandising is like building an iconic bridge every three weeks: it must be right first time.
Visual Merchandising (VM) sells merchandise – there is no doubt about this: we see the effect of good VM in the sales figures every week. It also helps to build the personality of the brand, and attract attention to the merchandise in store. Ideally, it should be entertaining – mindful of the huge number of people of different cultures that see a single window design. ‘Entertaining’ does not necessarily mean humorous: it can mean visually satisfying, or ‘eye candy.’ It must be something that the customer understands, and of course, be appealing!
Our Recent Work
An international Visual Merchandising professional, Luca founded Blue Mount – the production house, VIP events, and Visual Merchandising service and training specialist in Shanghai – more than 4 years ago.
Originally from Hong Kong, Luca began his VM career as Visual Merchandiser for Louis Vuitton before managing Godiva’s store development, store openings, and VM team throughout Asia. In 2008 he established the Visual Merchandising headquarters in Hong Kong for Shanghai Tang, before founding his own business, Blue Mount, in Shanghai. Blue Mount now works with both top-end and corporate brand clients throughout Asia, and has a Hong Kong office. Luca has an excellent understanding of top-end Visual Merchandising, and is a graduate of the Hong Kong Polytechnic University where he studied Fashion and Visual Merchandising. He also retains close links with the UK.
Based in the Hong Kong office, Liz is part Taiwanese and Cantonese speaking English, Mandarin and Cantonese. Liz studied 2 and 3-D design at Parsons in Paris and New York, before specializing in fashion. After graduating, Liz worked as a designer for Jason Wu in New York before joining Stylesight, the on-line fashion trend and analysis provider, in New York. After returning to Hong Kong to take up a position as an Asia-Pacific Correspondent for three years, Liz joined Blue Mount in Spring 2012, helping to found the Hong Kong office.
Looking after top clients with regular window changes in Hong Kong, Macau, and Taiwan, Liz co-ordinates between design, production, and brand needs. With a detailed knowledge of client requirements, Liz also creates reports, documents installations, and problem solves any glitches!
Liz is a brilliant photographer in her spare time – especially of travel spots and textures – and a complete movie expert!
1 // CONCEPTS
We develop Visual Merchandising concepts for windows and in-store display combining client images, and our own ideas, mindful of fashion trends, the season, and the location. Our wealth of knowledge, and archive of great ideas, helps us to produce distinctive results.
2 // DESIGN
Here at Blue Mount we not only know how to develop displays that sell merchandise, we know how to walk clients through the ideas in inspiring ways. We develop ideas from initial sketches to 3-D rendered artwork so decision-makers can see exactly what the concept will look like in the window. The Shanghai–based team are able to create design work for both top-end and corporate-brand retailers to help support the brand identity; effectively attract attention to the merchandise; and to move product.
3 // PRODUCTION
We make and oversee production – much of it in our own workroom – for a wide variety of clients. Our team of meticulous experts craft props using many different hand-finishing techniques. When we need exotic specialists, we work with a selection of tried and tested businesses to produce props in a vast variety of materials including wood, plastics, leather, and metals.
4 // INSTALLATION
We supervise the installation of windows and design-work ourselves, working to a very high standard of finish with a team of assistants who are specialists in visual merchandising installations themselves. Packing, materials, and infrastructure are all handled with extreme care to give perfect polish.
5 // TREND
Just as fashions change every season, so does VM trend: it includes interiors, windows, new techniques, and lots more. Sometimes our clients are so busy completing everyday tasks, they don’t have time to look at the big picture: where VM trends are going? What’s new? Trend seminars are an opportunity to select appropriate themes for the coming season, especially for regional brands and multi-brand store groups who are creating their own direction. Just as ‘what’s new’ is fun for customers, ‘what’s-new’ is a fun – but also a super useful – part of VM.
6 // TRAINING
Good VM looks effortless – but it requires a bit more work than that… Achieving a perfect, ‘placed by fairies’ look – takes learned skills and persistence. Basic techniques are easy to teach, but the maxim ‘if in doubt leave it out’ is sometimes a touch more difficult… Training in the soft skills of VM including: concepts of balance, repetition, VM merchandise selection, and an understanding of colour to really make the merchandise pop are ‘must-haves’. There is a good housekeeping element to VM too.
Without a doubt, VM enhances the brand. It helps to build the character of the brand, helping to distinguish one brand from another in a market full of close competitors.
VM can be directional for brands who are repositioning in their market, as it meaningfully conveys information about the quality of the range, subtlety of colour, and most importantly how to wear the brand. As they say, ‘every little helps,’ and by making a store, a brand, memorable, VM can be a big help!
Road shows are a great way of bringing new merchandise to regional centres and even a means of trialling a new range – think of a road show as a mobile pop-up store.
Most of all road shows should be engaging, they are chance for the customer to encounter the brand, and to learn about the features and benefits of the range in an entertaining way.
Both luxury fashion and corporate brands can benefit from road shows. The trick here is to match the brand to the shopping mall’s position in the market place accurately. Even when a brand has an existing store in the mall, a road show generates new excitement for a brand – and increases the footfall of the store every time!
VIP events cover a wide range of occasions: a runway show; a sneak-peek of the new season’s range for important customers; a store opening; a festival; an in-house training retreat; or a press event.
The event must be memorable and we have bags of experience in organising and supporting all sorts of events: from celebrity backdrops for a glamourous photo opportunities, to festival signage, and much, much more.