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  Chief Editor Anuraag S | Editor Swati Bhalla | Powered by GigaSoft™ December, 2010

The Art of Window Displays
Posted by Alice

Redefining everything we ever thought about window shopping, these creative window displays will stop anyone in their tracks. As a mix of art, fashion, design and marketing, they not only have to quickly grab our attention they must compel us to enter a store. By giving people an experience, these displays also have the important duty of helping define a brand's image. As window displays have started becoming more like amazing art installations or fantastic scenes from a movie, we can only imagine the time spent beforehand - conceptualizing, planning and installing. How wonderful is it, though, when your art comes to this?

Lanvin's Windswept Fashion
What could be more simple but beautiful than this? Lanvin's Paris windows make mannequins come to life. Wearing colorful dresses and those priceless expressions, these mannequins will make just about anyone crack a smile.

Louis Vuitton: You're Under Surveillance
Just how coveted are those Louis Vuitton handbags? Enough to make a swarm of surveillance cameras stand on high alert. This creative window display makes us think we're constantly being watched by Big Brother. Then again..maybe if we're holding a Louis we become an instant celebrity! Hello, paparazzi.
J. Crew's Sweet Ice Cream
What better way to show off your pearls than by dripping them over ice cream? J. Crew does a fabulous job of displaying their jewelry in a super sweet way.
Maison Hermès Window Display by Tokujin Yoshioka
The Maison Hermès window display in Tokyo has been designed by the Japanese designer Tokujin Yoshioka. The store front uses timed videos of a woman blowing and hidden fans to highlight one of Hermes's most iconic accessories, their silk scarves. The installation was on till January 19th, 2010. Simply brilliant.

Maison Hermès Window Display by Tokujin Yoshioka: YouTube Video Link CLICK HERE!


As a retailer, your display windows are literally your windows to the world. They are the face that you present to passersby, the first impression you make with customers, and the easiest way to draw attention away from your competitors.

Whether it's Valentine's Day, Father's Day, or back-to-school time, a good window display should include a theme. Moreover, you want to highlight your store's image. Are you trendy? Cutting edge? High end? Do you offer great bargains? While you can't judge a book by its cover, you can tell a lot about a store by its window displays. Many retailers overlook the potential of their display windows to grab the attention of potential customers. Think of them as three-dimensional billboards.

From a creative aspect, there is a lot that can be done to make your store windows dazzle. However, there are also practical concerns to address. Before you begin, first consider these ten tips:

1. Don't overdo it. Less can be more, or at least more easily discernable to the eye.

2. A cluttered window loses appeal and featured items can get lost. Make merchandise the focal point. Not unlike a television commercial in which everyone remembers the commercial but forgets the product, you do not want your window dressing to overshadow your products.

3. Accentuate products with good lighting. Whether the window is recessed or under a spotlight, the goal is to highlight the products within the overall display. If the window design simply features your brand/image, rather than specific products, then balance the lighting throughout.

4. Stack products or use a pyramid.

5. Place items in the window at varying heights and depths to catch shoppers' attention and make the overall display inviting to the eye.



6. Have fun with mannequins. If you are using mannequins, create interesting poses, and make sure that each one is well lit and easily visible to customers passing by.

7. Be creative. Let your imagination run free — as long as you don't lose sight of the objective — and draw customers into the store with innovative, attractive, and compelling displays.

8. Remember your theme. Keep your window theme in mind and decorate according to that theme.

9. Draw in drivers. If your potential customers drive rather than walk, make your display larger and use more color to draw the attention of a passing motorist.

10. Use backdrops. Backdrops are useful tools to create positive and forceful displays, and to separate the window from the store. Stock up on featured products. Don't draw customers in to buy merchandise that you don't have enough of.

Professional Help vs. Do It Yourself

Yes, you can spend money to have someone come in and do your windows for you. There are highly skilled and professional window dressers out there who can do amazing things. Of course, before you hire an outside person, be sure to see a portfolio of their work and ask for references. However, unless you own or manage a major department store with numerous windows, you should be able to handle the job yourself. If you have an exceptionally creative member on staff, you might consider making this person the de facto window designer.

Once you start working on the actual displays, go outside often to get an idea of how the display looks from the outside. Does it grab your attention? Is your theme clear? Keep tinkering until you have the look that you want, and remember to change your window displays often to keep them fresh.

Courtesy: Sue Klassen, Wall Dressed Up






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