Immediately, one’s eyes are drawn into the store. The unusual, “larger than life” scale of the torso statue (which also clearly implements a human scale reference to the most literal degree), along with its being scaled perfectly with the frame that the doors create around it, tells the story of the retailer within itself.
Immediately, the size of the torso, in proportion to the location, allows passersby to know precisely what the store is selling, without taking another glance. Of course, some will note this and continue to walk – as this may not be the type of store they were looking for. But even as they continue with their day, this is likely a memorable visual for them – this is not the type of scale seen within many retailers’ window displays. For those to whom this type of store appeals, the intention (even if to the simplest degree) could very well be the deciding factor for them to walk in.
The highly exaggerated scale of this visual, in proportion to its location in the storefront, allows for immediate emphasis on not only the product being sold, but also on the message behind it. SKIMS was initially established as an undergarment retailer, focused on accentuating the figure without notice of the undergarments themselves – as referenced within the brand’s name: the garments are intended to present as the wearer’s “skin”, clearly represented through the nude torso displayed.
Another note that can be made is that the central statue (an obvious focal point) lacks any color, which is a decision likely made to emphasize that it is representative of any and every body. To that point, the smaller-scale torso mannequins featured within either of the windows to the side of the main entrance are a clear indication that the retailer features a large variety of tonal selections. These smaller mannequins serve as a secondary reference, once the viewer has removed their glance from the initial focal point, to the human body, allowing them to further relate to and understand the message being portrayed with the possibility of having little-to-no context of the brand itself.
References
RDC. (n.d.). Skims Sunset. RDC. https://rdcollaborative.com/project/skims-sunset/
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