Themes and schemes

The best way of viewing a window scheme is from across the street. Here at Harvey Nichols, London, large graphics, mannequins, and props are used to create impact.

Both “themes” and “schemes” are familiar words to a visual merchandiser. They refer to the creative element that will be used to support the product. They are both related, giving the window or windows a thread that will pull the overall look together. A theme or scheme should be well planned and thought through. Visual merchandisers use them to create drama, to tell a story, and to inspire. They can be seasonal or a commentary upon social, political, or economic trends.

A theme is the main topic of the window presentation. It should include the color, the props, and the relevant merchandise that will make the overall idea come to life. A swimwear theme may include sand, palm trees, and a blue wall, thus giving the feel of a beach. Even a store with one window should have a window theme.

Schemes suit stores with many windows, like department stores such as Macy’s in New York or Selfridges in London. A scheme takes on the theme but may be adapted so that each window is different, yet tells the same message. A beach window may have another positioned next to it with a yacht and a blue floor; the next may have a hotel balcony as its main feature. It is important that the scheme is cohesive and consistent.

In many instances, window themes and schemes will be carried into the store and used in the in-store displays as well. When used properly, such displays will project a stronger message to the customer. Printwork such as graphics or signage reflecting the window message is the most effective and economical way of carrying the themes in-store. In-store displays at designated areas within the store can also carry the window theme inside. It is always worth considering where to place in-store displays to gain maximum exposure; extra mannequins or props can incur additional costs.

Harvey Nichols, in its true outlandish style, makes the most of its tall windows by using every available space to create an innovative window scheme.

Window and in-store displays can be based around a permanent theme. Product designer Marcel Wanders extends his futuristic yellow mannequins in-store from the branding for this Mandarina Duck travel store in London. He upscales the figure to create a spectacular oversized giant, inspired by Jonathan Swift’s Gulliver’s Travels, which links the two floors. Yellow is also used as an accent on both mannequins and props within the store.

Chain stores often invest time and money presenting their flagship store in an eye-catching way. Clearly because the flagship store is larger, the window scheme can be dramatic and create more impact. The challenge for the visual merchandising manager for a chain is to deliver the same message through the smaller stores as well. This can be done by using a common thread, such as a color, a graphic, or a prop. All the windows are likely to be different sizes, even within chains, so often more than one option of display needs to be designed and produced.

Deciding on a window theme is not always easy. There may be a number of factors hindering creative license. The budget immediately springs to mind, but more important may be the need to design around specific items of merchandise selected by the retailer. On many occasions, especially with stores on major shopping streets, the merchandise you can use may have already been targeted for the windows, possibly due to its presence in a major advertising campaign. This will generally be the same for certain sale items that need to be cleared quickly from the store. In that case, it is always best to start off with a simple yet effective design that will win the support of the retailer.

Understanding the products and the perceived image of the store will always be an advantage. More often than not, a store owner enlisting the help of a professional visual merchandiser will expect the product to be presented well and to be the prominent feature within the window, with props used in a supporting role. If, however, you have more creative freedom to choose the product, you should first understand the theme and then consider what look and message you hope to project to the customers. For example, choosing a selection of traditional furniture and home accessories to go with a contemporary window theme may not work, as it will create a less direct statement. It is always wise to research the product and the window scheme beforehand. Fashion dressers should also look for key trends that can inspire the public. A 1960s fashion revival collection may sit better with furniture from the same era against a black-and-white backdrop than being placed in an ethnic or rural setting. The product on most occasions will help dictate what the overall window presentation will look like. It is best to start by brainstorming and ascertain what message you expect the customer to perceive from the presentation; rarely is the first idea put into action. One should also consider the style and shape of the products and what would support them.

Part of a range of windows from Topman, these windows show how a theme can be carried from the flagship store through to the smallest of outlets in the chain. In the window of the flagship store in London, a shed covered in red-and-white gingham dominates the window. Rather than taking the shed as a theme through to the smaller stores, gingham is chosen and adapted for use in another store with a back to its window.

The use of a bold, dynamic blue on the back walls and on the mannequins provides a dramatic backdrop to these “Afro Chic” windows.

Color

The use of color offers an economical and a dramatic effect that can easily be changed to suit a window theme. There is no room for subtlety when choosing a color for a window display. Strong, bold colors will make a difference, whereas an off-white instead of a pure white may not be noticeable from outside. Stripes, checks, and fabric applications will help create theater (see pages 78–83). By simply taking a color from an individual piece of merchandise and replicating it on the wall of the window with paint, you will already have created a co-ordinated theme.

Sex, politics, and social statements

These have often been used as window themes. Shocking a customer will undoubtedly get a reaction and, therefore, the attention of that customer, although sometimes not quite the reaction the retailer expects. Live models and pole dancers have been featured in Selfridges’ windows. Alannah Weston insists that the theme is paramount in creating a successful window: “The theme is important because it tells the customer where you are in terms of what’s going on in the world...A lot of our themes might come from the major fashion shows or even the art world, or they may come from what’s going on culturally. That gives us a very strong direction, and then you build your language on top of that. My team are incredible because they come from different backgrounds: some are from art backgrounds, some from fashion—I even have someone who studied construction. They all have great ideas, and that is what makes our windows so contemporary.”

Selfridges’ “Vegas Supernova” window scheme in London, here featuring neon pole dancers, was inspired by the city’s centenary and the Vegas-like glitz concurrently circulating in the fashion world. By adopting such a theme, Selfridges was able to create a window scheme that caused a buzz among the public.

Specially commissioned, full-scale topiary trees are the main feature of this elaborate Christmas presentation at Selfridges, London.

Christmas

For many retailers, Christmas is the time when the visual merchandising team excels with its window schemes and themes. Stores in most major cities compete for the best windows. Large budgets and huge amounts of time are spent preparing these festive extravaganzas. The months of November and December are prime selling times for retailers, and not to enter the competition would be short-sighted and naive.

A traditional festive landscape acts as a backdrop in this Fortnum & Mason window in London. Subtle shades of blue and white help create a wintry window scheme that appeals to both young and old.