Dekho Maine Kya Kiya
2021 • Window Display • Zivame
This window display was created for Zivame’s Dekho Maine Kya Kiya campaign, translating the brand’s digital-first messaging into a physical retail experience. Inspired by the format and energy of an online showreel, the design uses movement and repetition to bring the campaign’s theme of confidence and self-expression into an offline context.
The central structure is a circular form shaped like a bra, directly referencing Zivame’s core product. Within this structure, four rotating circular frames display campaign imagery featuring confident women, creating a sense of motion and continuity. The combination of movement, bold visuals, and empowering messaging allows the window to capture attention while reinforcing the campaign narrative in a clear and engaging way.
Design Approach
The design approach focused on bridging Zivame’s online campaign language with a physical window format. Movement was used as a key device to reflect the dynamism of the digital showreel, with rotating elements encouraging attention and repeat viewing. The bra-shaped structure acted as a strong symbolic anchor, ensuring the campaign message remained closely tied to the product while allowing motion and visuals to communicate confidence and self-expression.
Motion as Magnet
Four rotating circular frames emulate a digital showreel, looping campaign visuals to draw repeat glances.
Product-Led Form
A circular frame shaped like a bra keeps the category unmistakable while hosting the moving panels inside.
Offline x Online
The kinetic display translates the digital-first campaign language into a tactile, mechanical experience.
Key Elements
Central Structure
A large circular framework with a bra-shaped overlay forms the core, symbolising Zivame’s innerwear category while framing the moving panels.
Rotating Circular Panels
Four inner panels powered by a motor at the base rotate continuously on ball bearings, creating uninterrupted motion while the outer frame stays still.
Mechanical System
Motor and bearing assemblies synchronise the motion of all four panels; the MDF build supports weight while keeping friction low for smooth rotation.
Campaign Messaging
Empowering lines like “Give shape to your inner desires” and #DMKK sit alongside regional language text to broaden resonance and inclusivity.
Side Reels
Self-standing MDF reels extend the showreel language beyond the center frame, balancing the composition and reinforcing the motion story.
Motion, Confidence, Continuity
The rotating frames keep the narrative alive in-store, mirroring the looping nature of a digital reel while spotlighting confident women from the campaign. Messaging layered on the structure reinforces self-expression every time the panels complete a rotation.
