Visual Merchandising, Image & Communication Strategies
Visual merchandising lies at the heart of how brands communicate with their audiences, shaping emotion, perception, and desire within the retail environment. This intensive three-week course introduces participants to the strategic and creative foundations of visual merchandising in the context of contemporary luxury. Through a mix of lectures, workshops, and on-site visits, the course explores how image, layout, and storytelling define the retail experience across both physical and digital spaces.
From the windows of Avenue Montaigne to the immersive pop-ups of Le Marais, participants analyse how luxury brands translate identity into form, light, and texture. The programme blends creative experimentation with professional methodologies, giving participants insight into the tools, materials, and visual languages used by today’s leading fashion and beauty houses.
PARIS
This short course offers an in-depth exploration of visual merchandising as a key element of brand communication and consumer engagement in luxury retail. Participants are introduced to the principles that guide how a brand’s story is expressed through windows, interiors, and experiential environments.
The course begins with an introduction to global luxury retail and brand identity, combining consumer sociology and competitive analysis with the use of digital tools such as Adobe Creative Suite and AI-based concept generation. It then moves into practical applications, from window design and store layout to sustainable materials and styling techniques, culminating in the development of a coherent visual merchandising project.
By the final week, participants translate their learning into a professional-style presentation, demonstrating their ability to connect aesthetic choices with strategy, sustainability, and sensory experience. The course encourages a holistic understanding of the evolving retail landscape, where digital innovation and emotional storytelling converge to redefine the future of luxury retail communication.
- Visual merchandising principles and luxury brand identity
- Consumer sociology and trend forecasting in retail
- Store design, window display, and sensory communication
- Sustainable materials and circular retail concepts
- Digital tools and AI applications for visual storytelling
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