A TREE WITH ROOTS ABOVE GROUND

Visual team creates innovative props to celebrate festive season

While most retailers bring out their traditional Christmas trees every holiday season, Roots outlet stores have their own specially designed, custom-made tree this year. And it’s derived from one of the main things that Roots is best known for - sweatshirts.

Senior Visual Merchant Peter Paquette initiated the idea of a tree made of sweats to form a festive image for the annual sweatshirt promotion at Roots outlet stores.

“It is visually eye-catching to see sweats in this three-dimensional form rather than to see pictures of them laid flat or folded,” says Peter who wrapped some 70 sweatshirts on a wooden frame to make the initial tree. Senior Art Director Ilich Mejia then photographed the creation before it was printed on foam core boards that formed the final product.

“I enjoy the creative process involved in campaigns like this,” says Peter, who worked closely with Shyrose Kassam, Executive Director of Outlets, during the design process of the sweat-tree. “It’s great to work with a good team and the success of the final outcome makes the entire process extremely rewarding.”

The foam board sweat-trees that hit stores last month come in two sizes: three feet and five feet. They are part of the holiday campaign at Roots and will be featured in stores throughout the festive season.