Page 7b by Mary McMillan Gaber Review Staff Writer Everyone thinks New York and California set the standards for creativity, and if youre in between - in Salt Lake City - you just have to follow along. You cant create something new. That was the challenge Ron Nelson, ZCMI corporate display manager, saw for himself. Encouraged by confidence from top management and stimulated by ZCMIs recent change in image - new stores, new lines of merchandise Nelson set out to prove everyone wrong and created something new. Judging from the awards hes brought home after five years in this position, he has definitely succeeded. Just last week he was named Top Display Manager of the World by Visual Merchandising Magazine, in competition with his counterparts in department stores and specialty shops around the world. This is the second consecutive year Nelson has been honored with the distinguished award. Whats new about these displays is we did not actually show any merchandise. We communicated the feeling of merchandise, and stimulated the customer to go to the lower level and look at the products available. If customers were in the mood, they would think, Hey, thats neat, and be excited about going to the lower level to see what was there to buy, Nelson explained. Tools of the Trade Ron Nelson , ZCMI Corporate Aiding Nelson in his efforts to achieve a high standard of creativity is a 29,000 square foot Display Manager Thick electrical outlets. black wires were entwined and tied together, ware-housesh- and the (at the area, stores facility on 2200 South plugged into a few of the sockets. Copy on the window Small read simply, Appliances, Lower Level. In another display, the window floor was covered with mounds of sand. Lying in the sand were dried weeds and a clear bottle, looking as if it had just been washed ashore. Inside the bottle on a piece of paper were scrawled op 900 West) where his Kaysville Shopping Center Plans Told Development Associates has announced plans to construct a $1.6 million, 61,000 square-foo- t shopping center in Kaysville. According to Jim Fahs, president, the center will house eight or nine tenants, including Ben Franklin d Stores, a variety store (10,000 square feet), Peterson Drugs, a local pharmacy (8,000 square feet) and Harrys-U-Mar- t, a local grocery store (15,000 square California-base- feet). Located on 6.5 acres at about 600 North Main Street, about a half-mil- e from downtown, the center will feature a single building, 300 parkd ing spaces, and a fast-foo- banking area where customers can receive drive-i- n service. Financed by First Security Bank, the project is expected to be built by J. Ron It is Stacey, contractor. being designed by Tom Zabriskie, architect. "This is one of the fastest growing areas in the It is state, Fahs said. 10 growing by about percent a year, and there is no shopping area now. We are relocating existing tenants, This is a strong he added. trading market. Fahs said he expects to begin construction in May and open the stores by August 1. 30-per-s- on staff actually constructs and assembles every window from scratch. This facility saves us the cost of having other ' manufacturers make the items we use, and it allows us to be creative, Nelson says. His own hands showing the 30 years of creative effort he has devoted to ZCMIs history, he Continued on page 9b words, Stationery, Lower Level. Sex, Sadism and Drugs He says he got ideas after analyzing displays in In New the coast cities. York, they were using sex, sadism and drugs as shock treatment in their window displays, Nelson says. He describes a window using a nude mannequin stepping into a bathtub, with merchandise (clothes) draped over the other bathroom fixtures and lying on the floor. Another New York window CHOICE SELECTIONS OF ORIGINAL OIL PAINTINGS FOR THE OFFICE OR HOME BROWSERS WELCOME 24x36 24x48 $89.50 $99.50 FREE COMPLETE SUPPLIES ART SUPPLIES AT DISCOUNT PRICES DECORATING SERVICE FOR THE ARTIST: FRAMES EASELS displayed a mannequins hand sticking out of a manhole after she had apparently fallen in. On her hand was the glove or ring the store wanted to display. Other windows showed mannequins draped over Dlie PAINTINGS sea-wor- Didn't Show Merchandise QalLy ANO Mm Me FRAMES (midtown) 227 So State, SLC Consult our experienced staff Limited 363-494- 1 couches and lying on the floor, evidently feeling the effect of drugs, again with the merchandise (clothes) draped over furniture and strewn across the floor. Nelson says he felt using these same tactics for getting attention would be inappropriate in a Salt Lake store, especially one associated with the Mormon church, as ZCMI is. But, in analyzing the displays, he figured there were other conservative ways of achieving the same shock value and luring customers inside the store with window displays. Discussing his ideas with his staff, Nelson says, the results were two displays using n electrical outlets and a bottle: Jlrl space is available in the ... one of University Club Building Salt Lake's most prestigious office buildings. Suites, multiple office units or an entire floor. GOOD GROOMING... its worth planning Covered parking in building. for , ,s y ..v ' At Cantonwine's Hair Design, we know the value of . good grooming. So do our patrons.: Wa develop a personalized hair care program for each, and we take it PERSONALIZED HAIR CARE PROGRAMS EXPERT PRECISION Xy AIR STYLING Security and all services, except telephone, provided. Public restaurant, private club and other services within building. .. For assistance in selection, planning and preparation of office space contact: ONTCNWINE'S IIM MR DESIGN - SUITS 2 M aOUTH STATC IMeKINLCV SOUARCI SALT LAKE CITY. UTAH T. FOR APPOINTMENT 467-20- 51 Mr. Calvin Mann Murdock Management Co., Suite 1125 University Club Building East South Temple 136 Salt Lake City, Utah 841 1 1 521-447- In one window he lined an entire frame with red Sfluice 0 (Area Code 801)