Visual Merchandise Design

window display
1. art of the high street
  1. artist - aspects of life into something visual window dresser - commercial aspects into something visually stimulating
  2. tactical marketing method
    1. Lasting Impact
    2. Branding Ability
  3. Glamour into pedestrian life
  4. Modern Window display born in France
    1. Elsa Schiaparelli fasion designer collaborated with artists to move design out of its confined borders by presenting commercially
    2. Many artists began in window display
      1. e.g. Jasper Johns, James Rosenquist
    3. Salvador Dali, surrealism 1930s Bonwit Teller store NY
  5. followed developments in the art world
  6. "All department stores will become museums and all museums will become department stores" - Andy Warhol
  7. art (window displays) should engage a response, elicit a reaction and initiate an interaction
    1. creativity is no less than set design/exhibition design difference is place
      1. art NEEDS an audience and how many people actually go to view art in an art gallery
      2. art is getting out of the controlled envrionment of a gallery and jumping out at people when they least expect it
      3. "I argue that some of the most site specific art is the windows of Harvey Nichols" Brian Sewell, Evening Standard
      4. 30/40 ft stage sets look great from an audience who is far away but up close can look crude and rough however windows are up close to the audience
    2. art should offer reinterpretation, propose new angle on familiar, brighter, loftier and more controversial than regular life
2. In the Past
  1. means of introducing light into a dark shop
  2. small
  3. functional
  4. very little stock places at front of the window so to not block light
    1. transformed to selling tools when shops became larger and availiblity of plate-glass
3. Grow in importance in direct proportion to the size of the store
  1. dynamic windows aren't synonymous with large budget
    1. most creative/inventive have been on the most limited budgets
    2. "The 3 Graces" of budget visual merchandising, humour, quirkiness and surrealism
4. with modern merchandising and online/catalogue shopping shop windows must really entice customers
  1. can be dismissed by retailers but are never left
  2. most underused form of advertising
  3. can turn a pedestrian into a customer at any time
  4. most economic form of advertising, works round the clock even when shop is closed
  5. "why should they want to buy from me?"
    1. product not enough - depth and story behind product (**)
  6. give energy to the customer and a reason for them to buy somerthing
5. Seasonal
  1. face of Christmas (Fenicks)
  2. Not just 4 seasons, no less than 8 for merchandising
6. You only have a few second to grab the viewers attention
  1. changing products more often will stimulate more people to look
  2. visual puns - humour
  3. making a scene with obvious layers forcing members of the public to stop and explore
  4. Colour
    1. religions, superstitions, cultures have given colour meanings, trigger feelings within people
    2. passers by generally aren't focussed on shopping so evoking emotions towards a product through colour works
    3. colour creates character less propping needed
    4. pitch and tone, e.g icy blue/ serene blue
  5. (**)using the product within the design not always the key
    1. props
      1. which values will the props attach to the product
      2. fashion the product/store's carachter and identity and can make it unique
      3. doesn't always have to be directly related to product
      4. doesn't have to be relevant but should engage a response
    2. space
      1. how much interplay between space and product
      2. space to prop ration (less is more, more is more)
    3. logical explorations - what is this product about?
      1. twisting interpretations, tangents, wordplay and historical associations
  6. Lighting
    1. should try and recreate natural light, neither too garish or too dull
  7. taste
    1. e.g. if promoting clothes could the mannequin walk out the window in what it is wearing
    2. invoke a sense of movement
    3. cheap will always look cheap use quantity over quality
7. If "windows are the eyes to the soul" then "shop windows are the eyes to the soul of the shop"

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Visual Merchandise Design

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