The fourth case study in this series applies our Design Impacts Framework to an interior design project.

Display Attic – Melanie Lyne TIFF 2024 Case Study

Written by: Maria Grazia Luna

The installation of this project was led by Lana DeCosimo, CEO of Display Attic, who brings over 25 years of expertise in retail design. Her team specializes in creating innovative window displays, visual merchandising, and event setups that not only elevate brand presence but also drive sales growth.

1. Vision

The design concept for Melanie Lyne TIFF 2024 installation, was created to embody the brand’s identity as a top-tier Canadian fashion label known for elegance and sophistication. Starting with an empty space, Display Attic worked closely with the Laura Canada - Melanie Lyne PR Social Media Manager and PR Firmto create a refine, inviting environment. Attention to lighting, spatial arrangement, and aesthetic details ensured the space reflected Melanie Lyne’s premium positioning and connection with TIFF attendees. The goal: to create a lasting impression of the brand by facilitating a clear sightline to the display within the large event space, easy navigation and ample room for visitors to engage meaningfully with the merchandise.

2. Functionality

The space, within a space, was designed entirely from scratch, allowing full control over layout and design elements. Measurements were taken to optimize flow, ensuring the area was uncluttered and elevated. The design prioritized elegance without overcrowding, balancing aesthetic appeal with visitor comfort. The team focused on creating a welcoming atmosphere where visitors could comfortably browse and interact with the products. The process involved regular client meetings and collaborative adjustments to meet functional needs, ensuring the design was both practical and aspirational.

3. Brand

Brand expression was central to the design strategy. Elevated display elements such as fixtures, hanger style, colour theme, texture and props were selected based on client preferences to reflect Melanie Lyne’s sophisticated taste. The brand’s identity was reinforced through consistent and elegant design choices. Social media posts and videos from the event highlighted strong visitor engagement, showing attendees actively connecting with the space, trying merchandise, and sharing positive experiences. The event was recognized as a great success, underscoring the powerful role of design in supporting and enhancing brand identity.

4. Environment

The architectural features within the event space, including bright white walls and structural columns, presented design challenges that were creatively leveraged. Columns were integrated into the design layout as focal points, by surrounding them with mannequins dressed in key fashion, turning potential obstacles into “wow” moments. The design team meticulously considered details such as wall colour, electrical outlet placement, mirror positioning, and shadow effects to optimize product visibility and create a cohesive environment. These environmental choices contributed to an inviting, comfortable, and visually engaging space that resonated with visitors.

5. Health and Wellbeing

Design choices prioritize visitor comfort and wellbeing, especially in a high-traffic event setting. Merchandise presentation avoided clutter, with carefully spaced hangers and well-placed lighting to minimize glare and maintain focus on the merchandise. The layout encouraged smooth navigation, allowing visitors to explore without feeling rushed or crowded. Thoughtful amenities such as spacious fitting rooms, seating areas, and tables for personal items created a welcoming atmosphere where visitors could relax and socialize comfortably. These features enhanced the overall experience and encouraged longer engagement with the brand.

6. Key Success Performance Indicators

Strong visitor engagement
Effective visitor flow
Brand alignment
Client satisfaction
Collaborative teamwork
Visitor comfort and safety
Effective collaboration among design, PR social media, and event teams
Comfortable and safe environment maintained during peak visitor times