HALLANDALE BEACH, Fla.—Mega manufacturer Doc Johnson and adult distributor East Coast News teamed up with adult retailer Spice of Life in Hallandale Beach to create an immersive BDSM display that showcases the Kink by Doc Johnson product line.
Spice of Life storeowners Rick and Rebeca Gonzalez noted the newly added Kink by Doc Johnson collection is already a huge draw for shoppers. The couple credits the popularity of the line to the fact that their customers can literally step into a BDSM boudoir fantasy scene, thanks to the innovative efforts of Doc Johnson’s retail experts, Director of Sales, Kerin De Francis and Visual Merchandiser Krystal Silva, as well as Peter La Mantia of East Coast News. Together, they brought Rick and Rebeca’s vision to life.
The Kink by Doc Johnson display features a bedroom scene, two kink-styled mannequins, and a large tester table that lets shoppers engage with a range of products from the line. The display’s male and female mannequins help customers immediately identify with the products. By seeing the figures, they can’t help but imagine themselves in the same scenario.
“We wanted to set the scene,” said Silva. “So we styled the mannequins as a ‘dominant’ and ‘submissive.’ Most customers are looking at these items, wondering how they’d look and feel on, so it makes sense to show them. The female sub is in the Handler’s Collar and Leash set with really sexy lingerie, and it only takes a second for the visual story we’re telling to resonate with buyers.”
It is impossible to look at the tantalizing Kink scene and not imagine the erotic possibilities of bringing a bit of bondage home. Every detail is thoughtfully designed to invite a customer’s imagination to wander. Silva and De Francis created a custom dungeon decal to add dimension, brought in elegant candelabras for ambiance, and even placed a St. Andrews’ cross behind the Water-Works Master Apron clad dom.
The fire engine red tester table is where all the action takes place, as customers clamor around the array Kink items, eager to learn more.
“BDSM is on the rise,” said La Mantia. “And as the marketing director for ECN, I make it my business to help my customers capitalize on growing trends. That’s why I love working with Kerin and Krystal. They get the creative and pop-culture side of things. If a scene in a movie can inspire people to shop for blindfolds, just imagine what an interactive scene in a store can inspire them to buy.”
“We knew the Kink line would do really well in our store and that it’d be perfect for our clientele,” said Rick. “But after seeing examples of Doc’s lifestyle displays at trade shows, we saw that the line gave us the perfect opportunity to create a totally unique shopping experience folks would love.”
“And they do!” added Rebeca with a smile.
ECN also stresses that the significance of initiatives like the Doc Johnson’s innovative display design is as much about education as it is about sales.
Rick and Rebeca were adamant that the display had to be more than just pretty to look at- they wanted it to be informative. “A lot of people are unfamiliar with the bondage accessories,” explained Rebeca, “So having a place to actually try the products before buying them is a huge relief for shoppers. It’s also really fun to play with unique items like The Stinger and the Swell Auto Nipple Sucker Cups.”
“Doc Johnson is all about education as a means to enhance pleasure,” said De Francis, who is well known for her engaging training style. “Testers are teachers and when it comes to sex, most people are eager to learn.”
“This isn’t a cookie-cutter line in a run-of-the-mill store,” explained De Francis. “We wanted the Spice of Life/Kink collaboration to be fun and dynamic. It’s all about having fun and helping customers.
“Creating this display was really a BDSM fantasy come true,” joked Silva. “In the merchandising sense that is!”
For more information on Doc Johnson’s Kink collection, click here.
