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.
Barney's
Holidays are a time of kindness. This year, the storefronts of the department store touch on a social theme. The storefronts use two messages "make change" and "change counts". All inscriptions are made with real coins. These coins will be donations to the Save the Children Foundation. Inside the department store, the continuation of installations with coins. More than 2 000 000 coins are involved.
Van Cleef & Arpels
The showcases present the latest collection of jewelry Les Quatres Contes de Grimm, which is dedicated to the legendary fairy tales of the brothers Grimm. The concept of storefronts in also supports this theme. Each showcase depicts idyllic scenes and fairy tale characters "Bremen Town musicians", "Golden Goose", "Three snake leaves" and "Twelve brothers".
David Yurman
The jewelry designer's boutique takes customers to the Arctic, the land of ice. In the shop windows there are ice elements and sculptures of polar bears. In addition to the spectacular view, the main purpose of the installation is to draw attention to the issue of conservation of polar bears and their environment. The store will donate 10 percent of the sales of its Silver Ice collection to the Polar Bears International Foundation. The promotion also takes place in the online store.
Bosco fresh
Huge Bosco fresh showcases are divided into two plots. The first installation is dedicated to a family vacation in the mountains, trees, snow and rocks made of artificial stone look realistic. The second installation takes customers to places frozen by the ice of Antarctica. Icebreaker, icebergs and penguins. All showcases are multi-tiered, which gives a special effect.
de Bijenkorf
«Make Classic Fantastic»– the theme of the Christmas shop windows of the Dutch department store. The company is actively promoting its character Bobby the bear. Bobby can be found not only in storefronts and inside the department store, he is on the website and helps to make purchases. On each showcase there is a QR code in the form of a bear's paw, after scanning which, you can start interacting with a specific part of the design. You can listen to the story, see the showcase through your phone using augmented reality, listen to music and even turn on the lights!
IWS Schaffhausen
The showcases of the luxury watch brand IWS Schaffhausen with the call "time to give"conceptually visualizes the approaching time of the holiday. A huge number of mixed elements: gift boxes, gears, dials, stars. It is not at all a typical design of the showcases of watch brands, just like the size of the showcase.
DLT
The concept of window dressing DLT from economically stable times of the century before last – tsarist Russia. Richly decorated palaces, lavish festivities and entertainment, luxurious outfits and countless treasures. And here again we see an appeal to Carl Faberge and his work, the symbol of the Russian State. Faberge jewelry became the starting point in the decor: each showcase is a magic box, in front of which every adult and child feels a sweet thrill in anticipation of a miracle. The box is about to open and reveal its treasure.
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 merchandising Dark VM (@darkvm)
