Winter Garden
First steps of the project
As part of the New Product Strategies workshop in collaboration with Rituals, students from the Master in Business Design and Visual Brand Design developed a new retail marketing strategy experience called “Winter Garden.”
The students began by analysing the current landscape of retail marketing, which encompasses all the way a brand attracts customers and drives sales of its products and services. Since retail marketing strategies are designed to raise awareness and boost sales and profitability, it becomes essential to focus on the Customer Journey, addressing customer needs at every stage of their purchasing experience. They also identified “physical evidence” (such as websites, store displays, etc.) that help the target market envision themselves using the product.
First steps of the project
As part of the New Product Strategies workshop in collaboration with Rituals, students from the Master in Business Design and Visual Brand Design developed a new retail marketing strategy experience called “Winter Garden.”
The students began by analysing the current landscape of retail marketing, which encompasses all the way a brand attracts customers and drives sales of its products and services. Since retail marketing strategies are designed to raise awareness and boost sales and profitability, it becomes essential to focus on the Customer Journey, addressing customer needs at every stage of their purchasing experience. They also identified “physical evidence” (such as websites, store displays, etc.) that help the target market envision themselves using the product.
Project Leader | Mentor
Silvia Barbieri
Project Authors
Valeria Belousova
Leire Cremer De Escalza
Ramiz Nasirov
Philippe Wagemans
Sruthin James
The challenge they faced was integrating Rituals’ Eastern-inspired products into Western Christmas traditions, starting with their vision of the brand as one that emphasises holistic self-care, focusing on craftsmanship and sensuality. While the brand’s oriental influences create a unique appeal, they also present challenges when it comes to marketing and holiday campaigns.
For their unique Christmas 2024 campaign idea, the students created an experience designed to attract public attention and have universal appeal. Their solution is a life-sized, public snow globe containing a snowy garden, where visitors can win prizes like products and discounts. The installation will work in tandem with a social media campaign, featuring a dedicated hashtag that allows visitors to post selfies and photos taken at the site.
The concept invites visitors to “Step into the enchanting world of Rituals’ Winter Garden – a mesmerising snow globe sanctuary where small acts of love lead to Tiny Miracles. This Christmas, discover how the vibrant hues of winter-Indian roses harmonise with the elegance of a snow-dusted Sakura tree.”
