The document discusses display windows and what consumers seek from window shopping. It provides definitions of display windows and traces their history from the Industrial Revolution and early department stores. It describes different types of display windows and how visual perception works in window shopping. Consumers can be buyers, shoppers, window-shoppers or passers-by. Display windows use techniques like surprise, emotion, links to products, trends or events, and technology to attract customers. Examples are given of innovative and interactive window designs from stores like Apple, Bergdorf Goodman, Moschino and Louis Vuitton.

1. Cultural values on Display Windows
what is the consumer seeking for in their
“window shopping”?
Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou

2. Cultural values on Display Windows
Definition
Definition History Typology Visual Perception/Promotion Examples
Display window [dis’plā ‘windō]
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.
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3. Cultural values on Display Windows
Definition History Typology
History Visual Perception/Promotion Examples
1920 /
Selfridges, Gordon’s alive models
• Industrial Revolution / Outputting of fixed distributions
• 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
Salvador Dali 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
Andy Warhol
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4. Cultural values on Display Windows
Definition History Typology
Typology Visual Perception/Promotion Examples
Arcade window
No window
Open-Back window
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 (when the whole front is exposed to the public, no door)
• 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
• Showcase window (smaller display windows usually placed at the eye level)
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5. Cultural values on Display Windows
Definition History Typology
Typology Visual Perception/Promotion Examples
Lighting
Props
Components:
• Product - Brand
• Props
• Scale
• Ratio
Color
• Color
• Lighting
Scale • Graphic Design
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6. Cultural values on Display Windows
Definition History Typology Visual Perception
Perception/Promotion Examples
fun summer
homo significans
Visual perception of the consumer-observer is:
• Selective
mind seperates the dominant element and brings it in the front while sents
everything on the background
• Construction
mind in combination with what is being viewed “constructs-creates” other im-
sun sea food ages (connected)
• Interpretive - thymic mean (from greek “thymos” that
waves means soul)
gives a meaning to what is being viewed
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7. Cultural values on Display Windows
Definition History Typology Visual Perception/Promotion
Perception Examples
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 (seeking for a specific purchase item)
• Shopper (interested in purchase - shopping as a leisure time)
• Window-Shopper (pleasure of observing the window displays)
• Passer-by (moving around)
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8. Cultural values on Display Windows
Definition History Typology Perception/Promotion
Visual Perception/Promotion Examples
eye catching
Apple store
“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
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9. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“want them all”
Bergdorf Goodman’s Department Store, NY
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10. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“Shop-cholic”
Moschino, Milano
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11. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“new born shoes”
Curious looking ostrich eggs. Every few
days a new egg is hatched, revealing a
new shoe, watch or accessory.
LV, London
Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou 10/25

12. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“ideal world”
Collaboration between Kartell & Mattel
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13. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“transparency”
Levi’s
People as Mannequins
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14. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“lightness”
Hermes
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15. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“under surveillance”
LV, London
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16. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“freedom”
Selfridges
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17. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“link to the product”
Moschino
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18. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“link to social issues”
Benetton
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19. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“link to the pop cultrure”
Bergdorf Goodman Department Store, NY
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20. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“link to the advertisment campaign”
Diesel
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21. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“link to trend”
Alice in Wonderland - Harrods / Printemps
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22. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“kamasutra”
TSUM Department Store, Moscow - Luxury brands
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23. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“art”
“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)
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24. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“holography”
http://www.youtube.com/watch?v=2LTXZZuedxQ
Empreinte, Paris.
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25. Cultural values on Display Windows
Surprise Emotion Link Mix Technology Examples
“interactive window”
http://www.youtube.com/watch?feature=player_embedded&v=La2xIJ-SzwQ
Repetto, Paris
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26. thank you for the attention