Shinola Mother’s Day Green Wall Installations

Shinola - National Roll-Out

Industry

Retail

Project Focus

Temporary Green Wall Installations for Mother’s Day Window Displays

For Mother’s Day, Shinola, the renowned Detroit-based luxury brand, wanted to create a memorable and fresh spring experience for customers across the country. The resulting installations not only celebrated the season but also provided the perfect backdrop to highlight Shinola’s products.

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The Challenge

Shinola wanted to create an abundant, feminine spring atmosphere using live plants to convey authenticity—a value that is central to the brand’s identity. The challenge was to coordinate the design and installation of green walls in 10 locations, across multiple cities, all within 48 hours. The installations had to serve as a cohesive, national Mother’s Day sales event.

Our Approach

Planterra proposed a temporary living wall concept. This design would create a vertical backdrop of lush, live plants and azaleas that added dimension to each storefront while allowing the products to shine. Additionally, the use of live plants was critical. Shinola, known for its emphasis on high-quality, authentic craftsmanship, wanted to ensure that the installations and plants reflected their brand values of luxury and authenticity. This meant choosing living plants over artificial ones to provide a real, tangible connection to nature.

Key steps in our approach included:

  • Designing and Building the Walls:
    • These were not prefabricated systems, but custom-designed walls built from scratch.
  • Plant Coordination Across Markets:
    • Beyond the walls themselves, Planterra was responsible for sourcing and delivering the plants to each of the 10 stores, maintaining consistency in plant selection and overall design quality.
  • Logistical Coordination:
    • In addition to coordinating the plant installation, the project required efficient delivery across multiple markets simultaneously. This was made possible by Planterra’s creation of “green wall kits” that allowed contractors in different locations to install the walls quickly and precisely.
  • Speed and Precision:
    • The installations were completed within 48 hours, with seamless communication logistics and coordination with contractors across the country.

The Outcome

The Shinola Mother’s Day green wall installations were a resounding success, showcasing the effective use of live plants in retail spaces and their ability to enhance brand presence. By executing the project with precision, consistency, and speed, Planterra helped Shinola deliver a cohesive national event that resonated with customers across the country. This case study is a testament to how creative design and thoughtful execution can transform the retail experience, adding depth and authenticity to any brand.