Visual Merchandising

Áine Mitchell

I’m Áine Mitchell, a final-year student studying Visual Merchandising & Display at TUD. Throughout my time in the course, I’ve developed a strong passion for creative retail storytelling, with a particular interest in spatial design, window displays, and brand identity. I completed my internship at Arnotts, where I gained valuable hands-on experience working on live displays and collaborating with professional teams, which really deepened my understanding of how visual merchandising supports commercial goals. I’m also proud to represent my classmates as class rep, a role that has strengthened my communication and leadership skills. I’ve always been highly organized and motivated, and I enjoy working both independently and as part of a team. My goal after graduation is to secure a role in the visual merchandising or retail design sector, where I can continue learning and growing while contributing fresh ideas and a strong work ethic to the industry.

The Enchanted Garden

“The Enchanted Garden” is a window display concept inspired by WGSN’s Playful Paradox trend, which celebrates nostalgia, childlike wonder, and joyful escapism. The design reimagines a garden space as a whimsical, dreamlike world where vibrant colours, exaggerated organic shapes, and playful textures come together to create an immersive experience. Oversized florals, soft sculptural forms, and surreal details invite shoppers into a space that feels both familiar and fantastical. The display taps into emotional storytelling, sparking memories of carefree moments while introducing the new season’s offerings in a visually engaging way. Each element is curated to evoke curiosity and delight, encouraging people to pause, explore, and connect with the brand on a more personal level. “The Enchanted Garden” merges imagination with retail, transforming the window into more than just a product showcase—it becomes a portal into a magical world that uplifts and inspires through design, colour, and creative expression.

Buy Less, Choose Well, Make it Last.

For this project, I immersed myself in the world of Vivienne Westwood, researching the brand’s rich history, values, and distinctive aesthetic. I explored how Westwood challenged norms through fashion, merging punk influences with political activism, sustainability, and historical references. I also analyzed past window displays to understand how the brand visually communicated its identity across different seasons. With this knowledge, I imagined myself as the creative director and developed a unique window display concept that honored Westwood’s rebellious spirit while incorporating my own ideas. My design balanced heritage elements like corsetry and tartan with bold messaging and modern styling to reflect the brand’s dynamic identity. I really enjoyed the deep dive into the archive and creative direction process—it gave me a stronger appreciation for how storytelling and design come together to build an impactful brand experience. This project helped me sharpen my research, design, and brand interpretation skills in a meaningful way.