Davidoff is a name synonymous with a prestige lifestyle. A great client of FX Displays, Husky Foods, started to import their new Davidoff Cafe line of premium coffee products. They turned to me to create an elegant display to reflect the premium nature of the coffee, and stand out in high end grocery environments.

I started with a bold element of a curved wooden piece, blackened with stain. Chrome letters popped off the dark background. What came off of this piece would not be some simple metal rack; no, it was a stepped shelves designed to look diagonal but display the product properly upright. In a grocery retailer where everything is vertical or horizontal, diagonal stands out (thank you to my collaborator, Dave Butt, for this insight.)