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VM inspiration: Vitsoe shelf displays

It makes sense that bookshelf system retailer Vitsoe displays books on the bookshelves in its lovely store, but a recent marketing campaign celebrated with a ‘bring in a book, take away a book’ promotion across all stores.

London’s Duke Street store display contains a wall of shelves in which the books, all hardbacks with red covers, are shelved spine-in towards the wall, rather than spine-out as we might normally expect. Although this apparently does provoke comments from customers, it also perfectly showcases the shelves which are, after all, Vitsoe’s merchandise range by reducing visual disruption from the variously coloured spines and images on the book jackets.

How to beautifully display the disparate collection of books that the promotion created on the shelves? Vitsoe has taken a leaf from fashion retailers’ books and catalogued them by colour.  Black to red, to orange, to white-cover books are showcased on the wall-mounted metal shelves – themselves a neutral-coloured pale stone.

On the freestanding system used for uneven walls and larger or heavier books, and surmounted by a flat screen and cabinets, is the oversize book collection, arranged from black to red. Below these come the white, to green, to black, and then a row white to blue, to pink, to red, followed by the white to orange – lots of Penguin Modern classics here.

I was so impressed by this example of cool to warm display colour display I briefly considered rearranging my study, but then I realized I would never be able to find anything. However, I did leave the store with two books - having deposited two books first. These were carefully photographed before I could leave, as a rather conscious art installation practice. Not a bad thing for a retailer of beautiful bookshelves: designed by Dieter Rams, they could be considered to be art in themselves.