deNada wins with WOW factor


denadaWellington fashion retailer deNada has won the Judge’s Choice Award in the WOW Window Dressing Competition.

The competition is run as part of the Wellington Paints the City Red promotion, in support of the World of WearableArt Awards Show.

The Featherston Street store competed with more than 60 stores, which were judged on the creative use of the colour red, resourcefulness, effort and the WOW factor.

The de Nada entry included body casts of actual customers, with elements that appeared to magically pass through the store window.

“The idea was to do something outstanding, so that people would stop, look and say ‘wow that is cool’. It had to be creative… something that would spark people’s curiosity and draw them into our store,” Hilly Lutte, store manager, said.

Panel member Nicolle Aston, a visual merchandiser, said that the deNada entry was an impressive composition, with an emphasis on detail that set it apart.

Sue Prescott, previous WOW entrant and judge, said that the overall calibre of the windows this year was amazing.

“The detail and narrative within each retail outlet display demonstrated innovative thinking in composition, use of colour, interactivity.”

deNada was awarded a prize package of more than $7000.

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