cultural values on display windows what is the consumer seeking for in their “window shopping”?

Cultural values on Display Windowswhat is the consumer seeking for in their

“window shopping”?

Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou

Definition History Typology Visual Perception/Promotion Examples

Cultural values on Display Windows

1/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou

Definition

A display window (also called store window, shop win-dow, or show window, storefront) is a window in a shop displaying merchandise for sale or otherwise designed to attract customers to the store. Usually, the term refers to larger windows in the front façade of the shop.

In the design dictionary “display window” is the develop-ment of a vocabulary of images in order to tell a story, as to promote the store’s merchandise in the best way following the rules of visual merchandising.

Display window [dis’plā ‘windō]


Cultural values on Display Windows Definition History Typology Visual Perception/Promotion Examples

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• IndustrialRevolution/Outputtingoffixeddistributions•Appearance of middle class / Foundations of capitalist society

of today / Fisrt Department Stores (1852, Le Bon Marché, Paris)•The brief history of display window that has as its starting point

the large windows of the department stores of the 19th century•Famous artists designed window displays / Salvador Dali, Andy

Warhol•Fashion designers: Mary Quant, Vivienne Westwood

History

Salvador Dali

Andy Warhol

1920 / Selfridges, Gordon’s alive models




Types of display windows :

• Closed window (like a small room facing the audience only from the street)• Open-Back window (have no back wall but they may have side walls)• No window(whenthewholefrontisexposedtothepublic,nodoor)• Angled window (angled back to the entry)• Arcade window (the door is set back from the windows)• Corner window (when the windows wrap around a corner)• Showcase window (smaller display windows usually placed at the eye level)

Typology

Arcade window

Showcase window

No windowOpen-Back window



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Components:

•Product - Brand•Props •Scale•Ratio•Color•Lighting•Graphic DesignScale

Lighting

Props

Color

Typology




Visual perception of the consumer-observer is:

• Selectivemind seperates the dominant element and brings it in the front while sents everything on the background

• Constructionmind in combination with what is being viewed “constructs-creates” other im-ages (connected)

• Interpretive - thymic mean (from greek “thymos” that means soul)

gives a meaning to what is being viewed

Visual Perception

homo significans

sea food

waves

fun summer

sun



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Factors affecting the visual perception:

• Constant individual: personality, gender, education, etc.• Casual individual: availability, goals etc.• Synthesis components: shape, scale, color etc.

Types of observer:• Buyer(seekingforaspecificpurchaseitem)• Shopper (interested in purchase - shopping as a leisure time) • Window-Shopper (pleasure of observing the window displays)• Passer-by (moving around)

Visual Perception




“Tools” in visual promotion of the window display design:

• SURPRISE / Attraction though impression • EMOTION / Invocation on emotion• LINK / Ads campaign, Trends, Social Event, product• TECHNOLOGY / movement, interaction• MIX / combination

Visual Perception/Promotion

eye catching

Apple store

Surprise Emotion Link Mix Technology Examples


8/25 Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou

“want them all”

Bergdorf Goodman’s Department Store, NY





“Shop-cholic”

Moschino, Milano





Curious looking ostrich eggs. Every few days a new egg is hatched, revealing a new shoe, watch or accessory.

LV, London

“new born shoes”





“ideal world”

Collaboration between Kartell & Mattel





“transparency”

Levi’s

People as Mannequins





Hermes

“lightness”





“under surveillance”

LV, London





“freedom”

Selfridges





Moschino

“link to the product”





Benetton

“link to social issues”





Bergdorf Goodman Department Store, NY

“link to the pop cultrure”





Diesel

“link to the advertisment campaign”





Alice in Wonderland - Harrods / Printemps

“link to trend”





TSUMDepartmentStore,Moscow-Luxurybrands

“kamasutra”





“I see these windows like a labyrinth, a street mu-seum where to move through indices. A window, it is a transparent door on the unknown.”

- David Lynch (movie director)

“art”





http://www.youtube.com/watch?v=2LTXZZuedxQEmpreinte, Paris.

“holography”





http://www.youtube.com/watch?feature=player_embedded&v=La2xIJ-SzwQ

Repetto, Paris

“interactive window”


thank you for the attention