Where to Display

Store Exterior

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• For retailers to be successful, they must
first entice customers to enter their stores.
• Even before stepping through the door,
customers receive their first impression
regarding the retailer’s character and
image.
• The store exterior and windows must be
inviting, with the intent of bringing the
customer into the store to spend money.
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 Store Facade
• Signage – 3D Branding
• Marquees
• Outdoor lighting
• Banners
• Planters
• Awnings
• Windows

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 Signage
• Signage at the entrance of the building makes
the first impression on the shopper.
• How the sign is lettered, the material used, the
style of the lettering, the color- all are important.
• Its size and scale, in proportion to the store’s
façade ,the size of the building, and the signs
around it, can make points for or against the
store’s image.
• Unlit or missing light bulbs are definitely minus
points.

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 Signage
• Flaking paint, cracked and peeling
backgrounds, and outrageous, highly
luminous colors can also be minuses.
• The sign should be the store’s “Signature”
– personal, origional, and recognizable.It
should make a statement.
• Three types of signages can be seen at
the entrance - Store Directory, Store
Branding & Ticket in window.
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 Signage
• Store Branding

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Store Branding

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 Signage
• Ticketing in Window

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 Signages
• Store Directory/Store
Map

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 Marquee/Canopy/Cantilever
• Architectural canopies
• Extend out from
entrance
shelter
• Used for display of
storewide events or
promotion or
announcements.g.
change of season

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 Marquee/Canopy/Cantilever
• A flat topped marquee is an excellent
place for the grouping of seasonal plants ,
foliage.
• Local shops are using this area for
keeping Fridge, buckets, everyday use
items (sometimes impulse items).

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 Outdoor Lighting
• The use of hundreds and hundreds of
lights on building facades and canopies
can be most effective for hundreds and
store events.
• The lights can be draped or swagged or
wired to frames to form recognizable
symbols or letters.

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Outdoor Lighting

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Outdoor Lighting

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Outdoor Lighting

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Outdoor Lighting

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Outdoor Lighting

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Outdoor Lighting

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 Banners
• Banners are inexpensive
• Eye-catching and eye
filling devices.
• Banners to be effective
should be frequently
changed.
• Should be used after
intervals.
• They can be hung from
canopy or flagpoles.
• Store’s logo can be put
up in the banners.
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 Banners
• Banners are usually
used during sale
period or to promote a
special event or
promotion.

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 Planters
• Add to the general
ambience of the store
(Specially if it is concrete)
• Can reflect seasons.
• Dramatize the window by
adding depth to the
settings.
• Denote good
neighborhood friendliness

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 Awning
• It is attached to a building without any
support of column.
• Awnings make viewing a window display
more pleasant during the heat of the day.
• Some people use the awning as a device
to cut down on the glare and reflection that
turn show windows into giant mirrors

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 Awnings
• The awnings can
become part of a
seasonal display or
announce a storewide
promotion.

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 Components of a Window
• Floor
• Backdrop
• Ceiling
• Side Walls

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 Floor
• Window floors can be raised or the same
as of it is of store.
• RAISED FLOOR – Usually 8 – 24 inches
above the store floor level.
It is not advisable to raise the floor
level above 24” because then the
placement of the mannequin is going to be
too high above eye level.

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 Floor
• RAISED FLOOR – Dramatize an object.
The elevated position adds prestige
and also makes it possible for passersby
to see over the heads of window
shoppers.This is enough to make the
viewer want to come in for closer look.

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 Floor
• INSTALLED RAKED FLOORS
Where the back of the floor is several
inches higher than the front, creating a
ramp effect.
When merchandise is displayed on this
inclined floor, small objects like shoes,
handbags, cosmetics, when placed at
the back, are more easily seen.

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 Backdrop
• The back of the traditional display window
goes from floor to ceiling and is usually
fully constructed.
• Some stores have removable panels
closing their windows so they can, when
they wish, change from a closed-back
window to an open-back window, or
convert the display space into selling
space.

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 Backdrop
• Where there is a constructed back, there
is usually a door or sliding panel that
allows for of mannequins, merchandise
etc.
• The size of the back opening and the
angle of entry can affect the size of the
props and what will or will not get into the
windows.

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 Backdrop
• It may necessitate making backgrounds
and props in sections that can then be
assembled inside the window.

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 Ceiling
• It is usually made of concrete.
• The window lighting equipment is often set into the
ceiling.
• CEILING GRID – A grid is installed for hanging props
like ribbons, streamer curtains, ballons etc.
* It is usually made up of metal wire, pipes.
* When the window is open-back, an attached ceiling
grid can be located where the display area ends and the
sales floor starts.
*Grid should not be visible to guests from outside.

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 Ceiling
• Grids are replaced with channel setting
also.
• LIGHTING - Track light & Flap lights are
often used in the windows to highlight the
merchandise.

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 Side Walls
• Where the display windows are
constructed as “rooms” , side wall may be
painted out or used as part of the display
theme.

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 CORNER WINDOW
• The two glass fronts
are the “legs” of the
triangle and the long
back wall is the
“hypotenuse”.
• Adv – Cut off space
becomes storage
area.
• Disadv – Customers CORNER WINDOW
can find themselves
distracted by viewer.
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 Types of Windows
• Closed –Back Windows
• Open –Back Windows
• Semi-Closed Back Windows
• Island Windows
• Special Windows
* Shadow Box
* Elevated Windows
* Deep Windows
* Tall Windows
*Corner Window
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 Closed-Back Window
• It is the typical display window with a full back
wall, sides, and a large plate glass window
facing the pedestrian or street traffic. It is also
known as Enclosed Window.
• More drama & excitement can be created.
• Glare in the glass that blinds the shopper and
cut down on the visibility of the merchandise
presented.
• Another problem is reflection.

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Closed-Back Window

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 Open-Back Window
• It has no back wall, but offers a direct view
into the selling area beyond.
• Limitation – Particular problems for lighting
and background presentation.
* Difficult to maintain a sense
of excitement in the window.
* It requires special handling.

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 Open-Back Window
• Glare & Reflection in the window are still
problems.
• Spotlights that are used to light the
window merchandise may be irritating to
the customer as he or she approaches the
open-back window from inside the store.
• One may use a panel, screen, drapery, or
ribbon curtain to partially block the view of
the store interior.
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 Open-Back Window
• Desired color and texture can be used to
complement the merchandise and
possible deliver the season or promotional
message.
• When a panel, screen, or fabric curtain is
used to separate the selling area from the
selling space, without completely closing it
off, the decorative device should be placed
finished on both sides.

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 Open-Back Window
• Plants can be used as dividers, depending on
the merchandise and the store image.
• It is important to develop strong focal points,
color schemes, or merchandise themes for
window displays
• Semi-sheer curtains, fine metal mesh, security
grids, beaded chains have been used and
dividers.
• This kind of window is used to provide a feeling
of greater openness.

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 Open-Back Window
• A display platform in front of the window glass
and create a formal display there.
• The platform differentiates the display area from
the selling floor, and the presentation is viewable
from both the sides of the store.
• People who are on the street will see not only
the merchandise display, but also other
merchandise and any activities taking place on
the store’s main floor.

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 Open-Back Window
• Open-Back window displays must be
simply propped and carefully focused or
viewers will miss the fashion message in
the competing visual clutter.

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Open-Back Window

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 Semi-Closed Back Window
• Architectural divider of some kind to
separate the display space from the store
interiors.
• The divider must be compatible with the
store’s interior theme.
• This type of window is very effective for
small stores.
• Even big retailer in India are also using
this of windows.
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Semi-Closed Back Window

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 Island Window
• It is also called a lobby Window.
• It is a window that has glass on all four
sides, allowing the merchandise
presentation to be viewed from any angle
and any direction.
• It is “displayed in the round”.
• Revolving table display or moving podium
display is very effective for this type of
window.
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 Island Window
• Lighting is a serious problem, because the
overhead lights will be visible from all
sides & strike a passerby full in the eye.
• Light on the glass can actually create a
“barrier”, preventing the merchandise from
being seen.
• Problem of glare and reflection gets
multiplied by 4.

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Island Window

AN ISLAND WINDOW
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Special Window – Shadow Box
• It is a small, elevated window used for the close
–up presentation of special merchandise or
accessories.
• Different size made, but it is usually about 3’ x
5’, either “portrait “ or “landscape”.
• It is usually shallow (18” or 24”).It is higher from
the street level than the standard display
window. It is done to bring the merchandise
nearer to eye level and the closer scrutiny of the
shopper.

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Special Window – Shadow Box
• Lighting used is minispots or pinpoint
spotlights, and the lights are generally
directed right at the merchandise.
• Store – Jewelry, Shoes, Selling only small
items, Cosmetics, small leather goods.
• Strong color contrasts are required to
attract the shopper’s eye for dramatic
effects.

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Special Window – Shadow Box

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 Special Window – Elevated
Window
• Its floor is raised up to 3’ above the street
level.
• The display area may be much shallower
than is necessary to show certain kinds of
merchandise.
• Standing Mannequins are difficult to
adjust in this type of windows.
• Sitting, Lie down mannequins can be
adjusted well in this type of windows.
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 Special Window – Elevated
Window
• A shorter, headless,
or legless body form
may also fit in the
low- ceiling windows.

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 Special Window – Elevated
Window
• Another technique for
showing merchandise in
these shallowed, elevated
windows, without the use
of a three-dimensional
form is called flying, by
which the garments seem
to be moving, soaring
through a display window
controlled by invisible
wires, pins & sometimes
ropes are also used.
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Special Window – Elevated
Window

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 Special Window – Deep Window
• The depth of the window in proportion to
the store is more . This invites problems
like : *too much merchandise
*too many mannequins
*too much electrical energy for
lighting.
*The back may be so far from the
front glass that showing merchandise in
the rear may be worthless.
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 Special Window – Deep Window
• If the deep window has an open back,
then with screen or drapery with finished
back can reduce some depth of the
window as well as providing a setting for
another display, which can be viewable
from the inside of the store. Thus by
cutting the depth 2 display areas can be
created by telling 2 different
merchandising stories & creating shopping
interest.
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 Special Window – Deep Window
• If the deep window has a closed back, the
Visual Merchandiser may build a new back
wall, closer to the glass line, and utilize the
space between the existing back wall and
the new back wall for the storage of
props, fixtures, and/or mannequins.

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Special Window – Tall Window
• When the window’s height touches the
ceiling.
• It is better to add a valance or Branding or
proscenia. It will visually cut down the
height but may look odd with the
architectural look of the building.
• The overhead lighting is not effective as
accent lighting. The VM has to rely on side
lighting.
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Special Window – Tall Window
• In order to make tall window effective,
show the lighting equipments suspended
from the ceiling.
• Mannequins can be placed at different
heights so that can be viewed from the
distance.
• Mannequins can be made to float, fly or
just be suspended in midair to grab the
attention of the passerby.
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 Windowless Store Fronts
• Where display windows are replaced by
large glass walls that separate the interior
from the exterior.
• With space so costly and limited in these
giant selling environments, the vast
majority of it must be utilized for selling.
• The entrance is often a large glass front
through which shoppers may see the
entire store or a portion of it.
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 Windowless Store Fronts
• Instead of using formal display
installations, the store’s merchandise on
the selling floor serves as the display.
• In many malls, the trend is to eliminate
stationary glass structures or windows
entirely and install sliding glass panels that
are pushed out of sight when the store is
open for business.

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 Windowless Store Fronts
• Stores gain more accessibility from the
mall’s corridors.

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 Corner Window
 The corner window faces two streets that are
perpendicular to each other.
 It is a window with a double exposure and
double traffic.
 Usually, this window will have two adjacent
panes of glass meeting at right angles.
 Most stores convert this type of window into a
triangular plan

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 CORNER WINDOW
• The two glass fronts
are the “legs” of the
triangle and the long
back wall is the
“hypotenuse”.
• Adv – Cut off space
becomes storage
area.
• Disadv – Customers CORNER WINDOW
can find themselves
distracted by viewer.
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 Planning a Window Display
• The first step when designing a window is
to define a theme and the spirit (Mood) in
which you want to put things forward.
• Then, find the Concept and that THE idea
: that very special idea which will make the
difference visually. Concept & Idea will
help in differentiating from the rest of the
world.

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Planning a Window Display

Plan
Plan
Plan 81
 Planning a Window Display
• During Planning you also need to consider what
you are aiming to achieve with your display.
• Be clear with your aim – shock, attract or cause
a buzz.
• Window display should take a form of a story,
incorporating other elements or props that either
have something in common with the
merchandise or may be completely unrelated
but still maintain an artistic balance between
props and products.

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 Planning a Window Display
• Different types of display options are
available to a retailer & accordingly Visual
Merchandiser plans the window.
• After thorough research VM discuss
his/her point of you regarding a window
display after coordinating with Marketing
team.

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 Planning a Window Display
• Windows need not always be used to promote
any specific product. They can be designed to
stop passing potential customers in their tracks.

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 Planning a Window Display
• It is about developing a language to speak within
the windows.
• The language could be series of colors, shapes
or textures.
• You do not have much time (3 Seconds) to grab
the attention of the public; you need to grab
them straight away while they pass, but at the
same time there should be details that want to
make the customers stay there longer if you
want to.

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 Checklist – White Glove Event
Checklist
• In excel file attached with Hand out

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 Themes & Schemes
• A theme is the topic of the window
presentation.
• It should include the color, the props and
the relevant merchandise that will make
the overall idea come to life.
• For Example – A swimwear theme may
include sand, palm trees, beach umbrella
& shells.

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 Themes & Schemes
• Schemes suits stores with many windows.
• A scheme takes on the theme but may be
adapted so that each window is different,
yet tells the same message.
• In retail chain stores window themes and
schemes will be carried into the store and
used in the in-store displays as well
(creating focal points & cluster) that is
called as “Docket” in Indian Context.
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 Themes & Schemes
• Print-work such as graphics or signage
reflecting the window message is the most
effective and economical way of carrying
the themes in-store.
• It is always worth considering where to
place the in-store displays to gain
maximum exposure; Mannequins or Props
can be used to create effect.

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 Themes & Schemes
• More attention is given to flagship stores.
• The challenge for the visual merchandiser for a
chain is to deliver the same message through
the smaller stores as well.
• This can be done by using a common thread,
such as a color, a graphic or a prop.
• All the windows are likely to be different sizes,
even within multiple chain stores, so often more
than one option of display needs to be designed
and produced.

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 Themes & Schemes-
Factors affecting creativity
• The budget immediately springs to mind.
• The need to design around specific items
of merchandise selected by the retailer.
• In certain cases (high-street
stores/Designers), the merchandise you
can use may have already been targeted
for the windows, possibly due to its
presence in a major advertising campaign.

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 Themes & Schemes-
Factors affecting creativity
• This will generally be the same for certain
sale items that need to be cleared quickly
from the store.

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 Themes & Schemes
• In that case, it is always best to start off with a
simple yet effective design that will win the
support of the retailer.
• Understanding the products and the perceived
image of the store will always be an advantage.
• It is always expected by VM to present the
product well showing or exhibiting the prominent
features within the window using props in
supporting role.

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 Themes & Schemes
• In that case, it is always best to start off with a
simple yet effective design that will win the
support of the retailer.
• Understanding the products and the perceived
image of the store will always be an advantage.
• It is always expected by VM to present the
product well showing or exhibiting the prominent
features within the window using props in
supporting role.

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 Themes & Schemes
• First understand the theme and then
consider what look and message you hope
to project to the customer.
• It is best to start by brainstorming ideas
and ascertain what message you expect
the customer to perceive from the
presentation.
• Do not forget the style and shape of the
product.
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