Project Description

Maxwell Williams VM

Maxwell image 1
Maxwell image 2

The Challenge:
Featuring currently in MYER as a store-in-store within MYER, Maxwell Williams’ latest collection collaborations such as with Marini Ferlazzo, Katherine Castle & Pete Cromer needed to be the hero range both in the Homewares section and as a pop up shop in the MYER Christmas Giftorium. Featuring highly detailed and colourful designs, we needed to create visual merchandising elements that not only put particular elements in the spotlight, but also was able to tell the shopper the story of each range whilst also communicating the joys of Christmas gifting.

The Activation:
Homewares department: The store-in-store invited shoppers to the Maxwell William’s range the with a portrait view LED digital screen fixed to the wall which played colourful content.

The Showcase Cabinets: Each floor within MYER features glass tanks allowing brands to showcase their latest collections in a beautiful way. We created printed posters and decals that backed the shelved products. Snugglepot and Cuddlepie clear drawn decals framed each showcase to tie in with MYER’S theme.

We created pelmets for the background cabinetry that provided not only brand blocking, but also clear navigation for shoppers. Beautiful full colour and quality countertop stands as well as a printed folded leaflet helped tell the story of each collaboration.

Giftorium Pop Up Shop: Pete Cromer’s work was brought to life with a simple merchandising stand, dressed up with quality point of sale such as cardboard shelving toppers, cardboard display wrap, banner pelmets and counter top pricing tickets.


  • Visual merchandising

  • Design

  • Print

  • Production

  • Installation

Let’s chat

We love a challenge


Find us

Melbourne Head Office
23 Fiveways Blvd, Keysborough,
VIC 3173, Australia
T (613) 8769 0000

Melbourne Print Production
7 Miles St, Mulgrave,
VIC 3170, Australia
T (613) 8545 0201

Sydney Sales Office
L15, 65 Berry St, North Sydney,
NSW 2060, Australia
T (612) 8572 7500

Connect with us

Facebook link
Vimeo link
Instagram link
Linkedin link

© 2019 Active Display | PART OF WPP AUNZ