Window dressing is one of the oldest forms of retail art and design that department stores have used since the beginning of retail. And it has since been adopted by street specialty stores and enclosed shopping mall tenants alike.
It’s a pretty well known fact that window dressers, or visual merchandisers understand how to make a window work best for a retailer or brand.
Properly designed and planned windows when implemented successfully attract, captivate and tell a story. They successfully stop passers-by and convince them that they need to walk into the store to see what else is going or or find the rest of the story that was briefly introduced in the window presentation.
There are actually different ways to use art in window design. and more importantly understand that art comes in different ways and mediums- graphics, paintings, wall or freestanding sculpture, fabrics and even lighting effects. Of course with todays technology and offerings- video monitors can also play an important role.
1. The art can be the main statement, especially if the merchandise on display is smaller in scale, or the window is larger than typical size.
2. Art pieces can be a background support element to merchandise or frame the merchandise, serving as a secondary focal point.
Some retailers approach window design tastefully and with a minimal touch. Others throw as much as possible in the windows thinking that it is better to show more!
There are of course professionals in this field and they should be best utilized over someone that thinks they understand what is required and presents the wrong image for the brand or retailer.
Below is a story, Tip Of The Day from InStore magazine.
I have stated before that I love their tips of the day and even though they focus on jewelry retailing, the same can apply to all forms of retail with a slight twist of design and experience.
== == == == == == Tip of the Day == = == == == == == = ==
Fill (some of) your windows with
WHY? It’s a way to make an
impact on passersby who don’t come close enough to see the actual jewelry in
your windows, says Brad Weber of Weber Goldsmith Gallery in Carmel, CA
(America’s Coolest Stores, September 2009)
HOW? One extra benefit: while
you can’t see into the store through the windows that feature the posters,
you can see out. Says Weber: “From the outside, they’re looking at, like,
Heidi Klum and her jewelry or one of my pieces. But from the inside, looking
out, you can see right out. It works out perfectly, because it gives us
natural light in our office, but when people look in, they just see these