Overview of the New Year's windows of the world
Traditionally, the world's department stores, the legislators of window dressing, merchandising and the most advanced technologies of fashion retail, still hold the palm. But alsostorefronters of single-brand stores show us their interesting solutions. It may take about a year to develop the concept of festive window dressing. Window decorators literally "breathe" this idea for a whole year, going over and rejecting many variations.
Tiffany & Co
Tiffany & Co showcases. They pay tribute to Gene Moore (the legendary artistic director of 1960).The storefronts display all the most famous attributes that have become recognizable thanks to the storefronts created by Moore.The figure of a metal man, gingerbread men in the oven, a robot created from the iconic blue boxes of the store.And, of course, all the showcases are crowned with dazzling decorations.
Tory Burch
Christmas Tory Burch showcases inspired by the allegorical fairy tale story "The Little Prince" by Antoine de Saint-Exupery. In the showcases you can see all the main elements from the work. All the creatures are made by hand, and the digital screen "enlivens" the showcase.
Bergdorf Goodman
The Bergdorf Goodman showcases give us a fabulous sweet world filled with gilded treats. An abundance of sweets, fantastic desserts, cotton candy and ice cream. The dream of a sweet tooth.
Saks fifth Avenue
By tradition, the opening of Saks Fifth Avenue storefronts – this is a big event. The opening is always preceded by a festive program, 124 Broadway dancers staged a whole show this year. This year, the department store presents in its showcases "The Theater of Dreams", thereby paying tribute to Broadway musicals. All the scenes in the showcases are carefully selected based on their motives. For the first time, animation is involved in the department store windows. The showcases were created with the assistance of Broadway Cares and Equity Fights.
Macy’s
Macy's showcases a new character, a Snowman, who saves Christmas while everyone is celebrating. In the showcases we are told about his adventures, the themes of friendship and family are highlighted separately. The department store'sstorefronts are not only equipped with animated screens, an element of interactivity has been added, and there is an opportunity to play a video game.
Author of text and photo: Viktor Malygin, specialist of the Center for "Management and Communication in the fashion industry" of the HSE, author of the Telegram channel about showcase and visual Dark VM merchandising (@darkvm)
