Life Style have been producers of traditional forms for about 40 years but only branched into their signature fiberglass translucent mannequins about 10 years ago. “We manufacture all our own materials and sell the forms mostly by catalogue. But we also specialize in custom projects for large companies like Tommy Hilfiger, Nautica and Confederated Department Stores.

"This year, for the first time, we are showing a product completely designed by us and in doing so we’re matching the level of the other bigger mannequin companies who regularly add things to the market” says Rollison, whose 22 years in the visual merchandising field (16 years with Macys) helped this come to fruition.

"I was a buyer and visual merchandiser on the other side of the business before joining LifeStyle two years ago so I knew the marketing point of view with regard to new products and it was just a question of tying this in with the manufacturing process.” So, as well as heading up a new national marketing strategy, Rollison was instrumental in helping design the translucent fiber glass form called ‘Obscura’.

“The design field was buzzing with clear and translucent products and the stuff was turning up everywhere - in galleries, furniture and even clothes. So it was the right time to present it as a material for mannequins. The first big customer to order the ‘Obscura’ was Leon Max from Max Studio. We met Leon at the Chicago show last March and he was in the process of building new shops and was already using translucent material in the wall fixtures, which made it a perfect choice.

The obscura form will be on display in Max Studio stores nationwide by the middle of 2000. We are expecting it to be really popular judging by the level of interest expressed by attendees of Shop East. Back in our showroom in New York, we took the ‘Obscura’ idea one stage further and created a form with a light inside the body. An example of this exciting invention hangs from the ceiling on metal hardware in our showroom.”

Also in the Life Style showroom are forms covered in hand stitched industrial felt.

“There is a major trend right now in industrial felt as a material to cover furniture and pillows with so we are selling not only forms covered in it, but also cubes and other shaped objects. As a competitive company, we have some flexibility and are able to do business with everyone from the big Bloomies and Barney’s to Target and the lower end department stores. We can often offer better time-frame delivery on our stock than some of our competition as we have our own manufacturing plant in Brooklyn” says Rollison.

It follows that Rollison’s broad visual design experience is attractive to customers who want custom-designed in-store concessions for merchandising their wares in department stores. “I can always tell customers what Macy’s or other large vendors who will ultimately approve merchandising plans do or don’t like.” Sounds like invaluable insider information to us.

Life Style Forms & Display Co.
(212) 627-2809
Showroom 151 W 25th St.
New York NY 10001
By appointment only