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How one designer
Uses today's media with a twist of tomorrow
For 'way-out' commercial presentations
i/IESSAGES
DFA
\/IULTI-MEDIA MAKER
don't
"Space" and "change" are key words to most people today, but they are especially meaningful to Jim Sant"Andrea. designer, director and producer, at Jim Sant'Andrea Multi-Media Design, Inc. For him, they represent two unique multi-media shows he designed; one used by Higbee's Department Store in Cleveland, Ohio, a member of Associated Merchandising Corporaesquare ^'on chain; the other for Goodyear Tire and Rubber
rtures." Company in Akron, Ohio.
ire Jim The purpose of the Higbee exhibit, "Space," was
^} ^^^^^^^^ to present that store's future merchandising plans to
, 3 iQ^ Qf ^^^^^^^H^^^^^^ top management, m a conieniporary and avant-garde
Ijnd ^^^^^^^^^^^^^^^^^^^ style that would create lasting and favorable impres
^^^^^^^^^^^Hi^^H^^^k sion. Each year, executives from AMC stores through
f*"''^^ • ■ ^^^^^^^^^^^^ '^^^^^^^^ °"' ^^ country meet at one of the stores, and it was
T^'^^g^ ^^^^^^^^^^K *' ^^^^ Higbee's turn to play host last year. After they viewed
^e a ^^^^^^^^^^B^'' ^^^^ "Space," elements of the exhibits moved to the
|ole new ^^^^^^^^K^^^^" <^^^^A store floor for customer display.
^^^^^^^^^1^2^^^ ^^^ The Goodyear multi-media message. "Change,"
was also geared for more than internal company use. Each year, the company goes to 48 cities to inform and motivate their own store managers. In addition, "Change" was used to orient independent dealers holding franchises from Goodyear.
The shows and their techniques are newsworthy, but to fully understand their effectiveness, we must understand the philosophy that underlies the ideas, and the motivating force that drives them to completion.
^
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