Show case window.

This is a uniqi take on a show case window.
With the use of a non static window decal.

Elements of window design

Shop windows exist on a higher plan of selling. They are about fantasy and enigma, settings for street theatre and artistic tableaux.
A well dressed window display not only attracts shoppers in to the store they are the calling card for the public to visit, they communicate the style, content and price point of the company, also enforcing the retailers brand image.
They are among the most controllable elements in relation to image and to what is happening inside the store.
For retailers whom are willing to exploit the full potential of their windows, this can make the image building process exciting and have enormous potential.
Selling only really kicks in inside the store.

The first stage in designing a window display is to sketch out a rough propsel lay out of the final completed look
In the cause of a year the modem retailer have to account for no less then eight  seasonal displays in their windows and a minimum of twelve ideas.

• January sales
• First spring statement
• Easter
• Summer sales
• New autumn collection
• Winter looks
• Christmas

Christmas is the most important window. In new York, next years festive scheme begins being planed the day after this years sceam has been installed.

To retailers, the bleak midwinter  means only one thing - January sales.
Yet nothing diffuses the festive spirit faster then clearing the windows three or four days before Christmas.
If you’ve bombarded the public with Christmas since early November, it is tackles to tack away the ambience from those last minute Christmas shoppers as this is when money is spent on bulk emergency  buys, so stripping the festive masquerade is a waist of an opportunity

Elements to take in to account when designing a window

• The type of window
• The best way in which to group products
• Introducing a theme or scheme
• Use of props
• Lighting
• Graphics and Signage.
• Colour

Elements Of Window Design: Window types.

Open back windows: These have side walls but no back wall, allowing the interior of the shop o be seen from the street. Meaning the interior must remain attractive at all times.
These windows can be more harder to dress as they are viewed from both in side and out side the shop.

Escapade Fancy Dress, Camden.

Closed windows: these are often found in department stores. They have a large pane of glass and at the front and a solid back wall and two sides, with a hidden door to access the window

These windows resemble a room and are the most thrilling to dress. As you can capture the publics attention from just one angle

Marks and Spencers. Southend-On-Sea

Corner windows: Here the window wraps around the corner of the building.

In these groupings should be dresses towards the centre of the arc. Grouping can help lead the public all the way around and towards the retrace.

River Island. Southend-On-Sea

Arcade windows: The door is set back from the windows. In cases like this. Part of the display should be facing the pavement- to gain the publics attention and the other part should be set on the return to lead them toward the door

Piccadilly Arcade. London, UK

Show case window: Stores that specialize in small items such as jewellery, and mobile phones often rely on show case windows, these miniature windows are placed at eye level to allow close scrutiny of the merchandise.

Jewelry-Mayrhofer-by-Xarchitekten-Linz-03

Angled windows: These are angled back to the entrance.

Groupings and products should be placed parallel to the pane of glass, to the pavement or to the street.

This is because the public are more likely to stop and stand in front of the pane on their way to the door.

Dressing the window in this way also gives you the ability of being able to use the whole surface of the glass.

Groupings

There are two styles of groupings commonly used: Pyramid and Repetition.

Pyramid: This it the most commonly practiced technique. It is where props and products are placed to create a pyramid.

This is an example of a pyramid grouping. the focal point is at the left hand side of  the second largest box.

The focal point is the head of the center mannequin.






Repetition: this may sound straight forward and simple, but it is easy to lose the focal point. A line of three mannequins may not have an obvious focal point, but with the use of a bright jacket on the center mannequin may be enough. Using materials of the same product will create a stronger statement.

it is harder to find the focal point in a repetition grouping. the three different staggered block heights in this display means that it naturally falls off the center of the left-hand  side of the medium size blocks.

Six mannequins split in to two groups with three at the back and three at the front. depending on weather you stand on the left or the right of the window, the focal point can change.
From the left it will fall on the third from the left on the front row. This is because the second row will be hidden by the first.
From the right the focal point would be on the third  from the right  on the back row.
both of these focal points need to be planed for when dressing the window.

Both groupings used together can look messy and with no main focal point

Themes and Schemes

Both themes and schemes are familiar words to a visual merchandiser. A theme or scheme should be planned and thought. A visual merchandiser uses them to create drama, to tell a story and inspire.

A theme is a topic of the window presentation, a swimwear window theme may contain sand, palm trees and blue walls thus giving the feel of a beach.
Even a store with one window should have a theme.

Schemes work like a sub-theme. Best suited for stores with many windows, such as department stores.
A scheme takes on the on a theme but may be adapted so that each window is different.
For example;

• Your theme is Christmas
• The colour scheme is red green and gold for the window and store
• You have 3 windows, each dressed with trees and presents.
• Window 1 is a home department window
• window 2 is a men's and ladies wear window
• Window 3 is children's wear

In many cases a theme or scheme will be carried into the store and used in, in-store displays. When done properly, such displays will project a strong message  to the customer. Print work, such graphics and signage reflecting the window message  is the most effective and economical way of carrying the theme throw the store.

Props

A window display can in clued one or a group of props that have empathy with the display or cleverly have nothing in common with the merchandise.
For example a padded silk box  would be a  classic way to present a diamond ring. A roll of barbed wire  would be a contemporary way of presentation.
The props should not over power the products.
Too much merchandise can interfere with the artistic composition, unless this the intention of the display.

It is always worth packing away and storing props after they have been used as they may be adapted and used at a later date in another display. Smaller props, such as blocks,  hat stands, chairs and plant pots could be re-painted as used sooner.

Window Graphics and signage.

Window Graphics and signage can be used to educate customers about the merchandise for sale, announce special promotions or to direct traffic flow through your store. Graphics and signage should present level of quality.
Many stores use large posters, photo enlargements or other large graphics in their windows with items placed near-by. (over sized graphics are currently a popular display prop because recent technological advancements have reduced the cost of producing them.)

Repetition of large graphics in one window, various windows or throughout the store in various sizes is a good way to carry w window sceam in to the store as well as it serves as a reminder of a particular product,
creates a dramatic effect and draws your customer from the window through the store.

Large graphics can reflect product style. For instance, you could use a blow-up of a Monet floral painting behind a display of floral merchandise. For added impact, repeat that Monet graphic within your store near the merchandise for sale. If your store sells children's products, like educational toys, you could use a blow-up of a little red schoolhouse or a college campus as a backdrop for the merchandise.

In store merchandising

A very industrial way of display jeans from hooks and chains, giving an urban look.
this sought of display has to be thought throw well as it can easily end up looking a mess and be come a distraction rather then a focal point.
The two half maniquin's standing on the shelf center, gives the display its focal point.