On the Street: Window Displays

Welcome to Milan, one of the most fashion forward cities in Europe! Notorious for its stylish stores and brand-name boutiques, Milan is a hot spot for all of the latest trends in the world of fashion and design. The downtown streets wind their way around beautiful old buildings, and the sidewalks are lined with lavish shops that are perfect for anyone looking to do some high-end shopping (or in my case, some high-end window gawking).

Bershka

While strolling along the streets around the Duomo I immediately noticed the grandeur of the storefronts as I passed them by. The window displays here are comparable to theatrical sets – equipped with elaborate lighting, interesting compositions, distinctive backdrops and moving parts. In observing several different set ups, I found particular consistencies in the employment of bold colours, geometric patterns and contrasting forms. The creative use of levels and 3D elements also made for eye-catching displays, and even some mannequins had been specially designed to complement the merchandise they sported.

Zara

Although so much attention is being paid to actual products on this trip, the presentation of these products is a design process within itself. The amount of creativity, construction and attention to detail that goes into some display areas is incredible! Storefront designers have to consider several aspects of exhibition such as props, set pieces, backgrounds, and lighting – all of which must correspond with the vision of the product they are promoting. Communication and marketing are vital to the success of a product, and after seeing the window displays here, I realize the importance of proper presentation - especially in a hub of consumerism like Milan.

Dior

So, next time you’re out and about in any shopping area, take some time to look at how different stores set up their windows and think about how it affects your impression of the products that they advertise. It will be interesting to see the variety of storefront decorations, and spending a little more time outside of the stores might keep a little money in your pocket too!

Thanks,

Laura M.