Planning a window display

In this “politically correct” window composed of graphics and a mannequin, Topshop in London ensures that its customers understand that it does not sell real fur. It gets its message across by using cuddly toys to create a fake fur coat.

“The first step when designing a window is to define a theme and the spirit in which you want to put things forward. Then, you have to find THE idea: that very special idea that will make the difference visually.”

Franck Banchet, Creative Director, Printemps

Once you are familiar with your canvas—your window—you can then start to plan your display. At this point you also need to consider what you are aiming to achieve with your display. Are you aiming to shock, attract, or cause a buzz, as large department stores such as Barneys in New York or Harvey Nichols in London have done? There are numerous reasons why a visual merchandiser will choose to design a window in a particular way, but first and foremost he or she must ensure that the window theme reflects or is sympathetic to the products being sold in-store.

Window displays will often take the form of a story, incorporating other elements or props (see pages 62–7) that either have something in common with the merchandise or may be completely unrelated but still maintain an artistic balance between props and product. Some retailers like to treat their customers with windows that show no merchandise, yet sell the image of the store or an event occurring in-store; pieces of art, live performances, and animated sets have been used successfully in this way. During sale times it is not uncommon to use merchandise alone to create a window display. With all of these factors in mind, the visual merchandiser will then consider which option is best for a particular project.

Windows need not always be used to promote any specific product. They can be designed to stop passing potential customers in their tracks, as with this window in Printemps, Paris, where dancers perform live in the window.

When British pop group Florence + the Machine was asked to design a window for Selfridges, London, its members drew inspiration from their hit, “Between Two Lungs.” Here, a mannequin lies with neon lungs on display to the public.

In its “Future Punk” windows, which some viewers might find slightly disturbing, Selfridges in London provocatively cross-fertilizes the subjects of sex and kitchenware.

Creating a window display that will have an emotional yet thought-provoking effect on customers is not always easy. Alannah Weston from Selfridges, London, believes that the execution and the language of a display are vital. “Brilliant execution is at the heart of good window display,” she says. “Not having too many ideas, having a great composition, and really being able to tell a story are so important when designing a window display. Here at Selfridges we are lucky enough to have so many windows that we are able to create a narrative running through them, whether that is very literal or whether it’s abstract. It’s also about developing a language to speak within the windows. The language could be a series of colors, shapes, or textures. You do not have much time to grab the attention of the public; you need to grab them right as they are passing, but at the same time there should be details that want to make the customers stay there longer if they want to. And of course, the windows need to be informative.”

Alannah is also keen to enlist the help of artists and other noted creative individuals to design her windows. “One of our creative strategies is to collaborate with others, whether that means working with a fashion designer to create an exclusive window or bring in either unknown or famous artists to design a complete scheme,” she explains. “I find they all bring such huge talent to the store. We understand how to work with them and also how to get the best from them. It’s good to have an open mind and ask for other points of view.”

Designed by David LaChapelle, inflatable breasts fill a Selfridges window in London to suggest the seedier side of Las Vegas for a month-long “Vegas Supernova” promotion. The theme aimed to offer an experience other than shopping and to attract a different kind of customer to the store. The dynamism of the display was heightened by the fact that as the breasts deflated, neon signs hidden behind were slowly revealed.