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IdN v26n1: Visual Merchandising & Window Display — Windows onto a New World of Creativity and Ingenuity

When people say they’re going window-shopping, it usually means to look in a variety of shop windows and get a general idea of what’s on offer. But of course, if they happen to spot something that really takes their fancy, and at the right price, they will probably buy it. So shop-window displays have a dual role: to impress by reflecting the shop’s brand image in the best light and thus encourage return visits, but also to attract with what’s on show and if possible entice the customer inside there and then.

Shops’ display windows tend to come in a variety of shapes and sizes, even those belonging to the same chain. So this is probably the first big challenge that window-display designers face. What are the proportions of the various windows and the resulting space restrictions? How is the lighting positioned and will any installations block its source? How deep is the window? Can walls and ceilings be drilled into? Often such information is not forthcoming until near the end of the design conceptualization and radical changes have to be made at a late stage in the process.


Agnes & Anthony | Alena Sheleeva | Andrei Robu/Robu Studio | Anna Vinokurova | Asuka Watanabe | Chia-Chun Wang | Elpida Magkoura | Guardabosques | Ho Yun-Fang | In The Pool Studio | Janine Rewell | Kahori Maki | Leena Kisonen | Makerie Studio | Maria Over | Mo Kalache/Mokalache.Design | Nairuti Sharma | Nomadhouse Studio | NotoriusGrey | Oupas! Design | Pauline Loctin/Miss Cloudy | Przemek Sobocki | Raquel Costa/Little Black Spot Studio | Rosamaria D’Amico | Rui Zhou | Silvia Baz | Studio Float | Tiago Moutinho | Tom Haugomat | Tomshi & Associates | Torafu Architects | Turbina. | Van Orton Design | Ya Ling Chen | Yeni Kim/March Studio | Zim&Zou


160p + 8p cover
160mm (w) x 230mm (h)
4 varying paper stocks
4C process + matt lamination
ISSN (English Edition): 1029 4805
ISSN (Chinese Edition): 1029 4813

Windows onto a New World of Creativity and Ingenuity

A shop or store window is an open space that a viewer can choose to get involved with or not. There are hundreds of ways of making it attractive and nowadays interactive technology is also available to keep people standing and staring for a lot longer than usual. Then there is the age-old question of whether to concentrate on particular items for sale or go for an overall brand ID. Ideally, both at once.

Our contributors to this special feature have plenty to say on the subject, as well as examples to show. We are sure that anyone seeking to emulate them will find it inspiring and that even those designers who do not intend to enter this specialist field will be intrigued by the challenges it offers and the ingenious solutions to them that have been arrived at.

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