47858
Visual
Merchandise
Design
- window display
- art of the high street
- artist - aspects of life into something visual window
dresser - commercial aspects into something visually
stimulating
- tactical marketing method
- Lasting Impact
- Branding Ability
- Lasting Impact
- Glamour into pedestrian life
- Modern Window display born in France
- Elsa Schiaparelli fasion designer
collaborated with artists to move
design out of its confined borders by
presenting commercially
- Many artists began in window display
- e.g. Jasper Johns, James Rosenquist
- e.g. Jasper Johns, James Rosenquist
- Salvador Dali,
surrealism 1930s
Bonwit Teller store
NY
- Elsa Schiaparelli fasion designer
collaborated with artists to move
design out of its confined borders by
presenting commercially
- followed developments in the art world
- "All department stores will become
museums and all museums will
become department stores" - Andy Warhol
- art (window displays) should engage a
response, elicit a reaction and initiate an
interaction
- creativity is no less than set
design/exhibition design difference
is place
- art NEEDS an audience
and how many people
actually go to view art in
an art gallery
- art is getting out of the
controlled envrionment of a
gallery and jumping out at
people when they least
expect it
- "I argue that some of the most site
specific art is the windows of Harvey
Nichols" Brian Sewell, Evening Standard
- 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
- art NEEDS an audience
and how many people
actually go to view art in
an art gallery
- art should offer
reinterpretation,
propose new angle on
familiar, brighter, loftier
and more controversial
than regular life
- creativity is no less than set
design/exhibition design difference
is place
- artist - aspects of life into something visual window
dresser - commercial aspects into something visually
stimulating
- In the Past
- means of introducing light into a dark shop
- small
- functional
- very little stock places at front
of the window so to not block
light
- transformed to
selling tools
when shops
became larger
and availiblity
of plate-glass
- transformed to
selling tools
when shops
became larger
and availiblity
of plate-glass
- means of introducing light into a dark shop
- Grow in importance in direct
proportion to the size of the
store
- dynamic windows aren't synonymous
with large budget
- most creative/inventive have been on the most limited budgets
- "The 3 Graces" of budget visual
merchandising, humour, quirkiness and
surrealism
- most creative/inventive have been on the most limited budgets
- dynamic windows aren't synonymous
with large budget
- with modern
merchandising and
online/catalogue
shopping shop
windows must really
entice customers
- can be dismissed by
retailers but are never left
- most underused form of advertising
- can turn a pedestrian
into a customer at any
time
- most economic form of
advertising, works round the
clock even when shop is
closed
- "why should they want to buy from me?"
- product not enough -
depth and story behind
product (**)
- product not enough -
depth and story behind
product (**)
- give energy to the customer
and a reason for them to buy
somerthing
- can be dismissed by
retailers but are never left
- Seasonal
- face of Christmas (Fenicks)
- Not just 4 seasons, no
less than 8 for
merchandising
- face of Christmas (Fenicks)
- You only have a few
second to grab the
viewers attention
- changing products more often will
stimulate more people to look
- visual puns - humour
- making a scene
with obvious
layers forcing
members of the
public to stop and
explore
- Colour
- religions, superstitions, cultures
have given colour meanings,
trigger feelings within people
- passers by generally aren't focussed
on shopping so evoking emotions
towards a product through colour works
- colour creates character less propping needed
- pitch and tone, e.g icy blue/ serene blue
- religions, superstitions, cultures
have given colour meanings,
trigger feelings within people
- (**)using the
product within
the design not
always the
key
- props
- which values will the props
attach to the product
- fashion the product/store's
carachter and identity and
can make it unique
- doesn't always
have to be
directly related to
product
- doesn't have to be relevant but
should engage a response
- which values will the props
attach to the product
- space
- how much interplay
between space and
product
- space to prop ration (less is more, more is more)
- how much interplay
between space and
product
- logical explorations - what is this product about?
- twisting interpretations, tangents, wordplay and historical associations
- twisting interpretations, tangents, wordplay and historical associations
- props
- Lighting
- should try and
recreate
natural light,
neither too
garish or too
dull
- should try and
recreate
natural light,
neither too
garish or too
dull
- taste
- e.g. if promoting clothes
could the mannequin
walk out the window in
what it is wearing
- invoke a sense of movement
- cheap will always look cheap
use quantity over quality
- e.g. if promoting clothes
could the mannequin
walk out the window in
what it is wearing
- changing products more often will
stimulate more people to look
- If "windows are the eyes to
the soul" then "shop
windows are the eyes to the
soul of the shop"
- art of the high street
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