Window Shopping...

Window Shopping...

Our current project is to design a retail space. A part of our store must be a window display. We are creating high end boutiques...so I checked out a few local boutiques. I also researched on line different store fronts in malls and cities around the world. I am choosing to take those into consideration but spend the majority of my time dissecting the stores I visited. I have made a list of design aspects to review each store front.
1. Use of Space-Floor, Ceiling, Wall
2. Lighting-While Open and Closed
3.Signage-Logo, Store Name-Store Info
4. Product Arrangement-Showcase/Scenic
5. Multiple View/Single View
6. Products/ Products and Prints/ Prints
7. Live Models/ Mannequin

Micheal's Sportswear and Souvenirs

Full View of The front of the store.

Close up of Bathing Suits


Close up of T-Shirts

Michael's Sportswear and Souvenirs

This is a typical tourist store with souvenirs and sportswear . This store is in Chimney Rock, NC. This store has a typical window arrangement, mannequins displaying their top selling most seasonable products. They use all of the window space and don't clutter the display window with sale signs instead allowing customers to see their products. Nothing in the store front is specially lite to show case items, they are not lite during closing time. At night they are lite simply with track lighting showing off each item equally. The Signage above the window tells lets you know clearly what the products are and could be seen from miles away though it is a short walk to the other side of the street. The generic mass-produced inscription lets you in on the type of products inside. There are a few hand written signs in the door window, to draw customers on foot. This window has a single single front view as the featured products are backed up to a partition wall and cannot be seen from inside the store.


Heavenly Hoggs

View of Street Sign

View of Storefront


Store Window and Seating

Heavenly Hoggs

This store front doesn't have a lot of window space. The little bit of window space is jam packed with products, stickers, and signs. This store sells stickers, helmets, leather goods, jewelry, and many other items associated with riding motorcycles. There is no lighting in the window when they are closed, and during their business hours there is just the lighting from the neon sign and the store lights filtering through. There are no hand written signs, just signs displaying products and store hours. The Street sign is a very well known company and easy to spot because of its bright color, with the individual franchises name written largely in the middle. The front of the store is lined with shirt racks, when the store is open feature merchandise is hung outside. The product arrangement in the window is simply stacked so you can view many products at once. They have used mannequins to support their products. There are two views of the window show case, one from the inside and one from the outside. The products are hard to view from inside the store but they are visible. There are no pictures of their products there display is solely of items to be purchased. The outdoor display is affective at catching your eye, though the organization of items is not typical to retail, and the empty hangers an eye sore during the day. This store does however have a seating area out front which is inviting to the many tourists hiking down the street.


Gotham Park

Store Logo

Storefront

Storefront

Gotham Park

This store specializes in designer furniture and accessories. The exterior is clean and freshly painted with a dark classic look that is true to their products. The greenery in the window boxes is a nice addition used widely in outdoor store fronts. The windows are staged with accessories and furniture. The window on the right is set as if you may display your fine items at home for an elegant dinner and the left window is a showcasing of items rather than a scenic view. The space is used entirely including back drops where necessary to separate the display from the store and create the desired effect for the window. The scene of the dining table is light by lighting for sale in the store, and the other window is spot lite. There is no signage on the store front windows except for the angled window leading you to the door, there is a thin banner applied to the window containing the companies logo. There are multiple views of the products though they are mostly designed for direct view of passing customers, not customers inside shopping. There are no prints of products or advertisements, all the products in the window are for sale.



Alelier Studios



Front Window Display

Close up of Signage

Photo of the dancers who will be performing

Alelier Studios

This space is an art gallery. The items in the window are not for sale they are simply set up to create a scene. The use entire space is considered from floor to ceiling. There is track lighting that will spot light the performers or any art work displayed, and in this set up there are candle lite lighting fixtures displayed to make the environment seem more authentic. There is a huge hand written sign displayed in the window of the schedule of performances. The company logo is located on the door. There are no products displayed in this window. There will be live models performing belly dancing within the space. There are multiple views of this window display. It cannot be seen from the interior of the store but can be seen from the front and side. The front view has few flaws, but as you look from the side there are spaces left uncared for.

The Bubbling Well

Storefront

Window display

Window display

The Bubbling Well

This store front is vibrant and communicates well the activities that go on within the store such as Tai Chi, Belly Dancing, and Drum Circles. The Store sells a few nick knacks and has an herbal tea bar. The store front using the entirety of its space and is lite with track lighting. There are tons of signs and posters of upcoming events around town. There is a ton of window space but it is clouded with signs. The stores name and logo is placed at the bottom of the window with no emphasis. Over the door is a sign explaining the shop has a tea bar, though the company name is much smaller and printed on the door next to all the posters. The products showcased in the window are a mystery, they are not for sale, they are there as decoration and to create the type of environment you see throughout the space. There are multiple views of the window-out, side, and in. There are no mannequins or models within this space.

The "B" String

The Storefront

Close up of the Store Display

The "B" String

The "B" String sells guitars and gives guitar lessons. The shop only has an entrance from within the building though it has a large window for display. The name is only seen engraved on a wooden guitar hanging in the window. There is no signage in the window. The products are not arranged in the window, you are simply looking into the space at the products on display within the store. There are two paper star lights close to the window for lighting, just the lighting from within the store. There are no graphics or models.


The Fiber Company

Store Front

Front View of wrap around window display

The Fiber Company

This store uses the space within the window, though it doesn't not have a raised shelf for displaying objects they are instead on pedestals and tables. There is track lighting within the store and their logo is clearly displayed with on the windows wrapping around the store. There are a few hand written signs hanging in the door. The windows have multiple views because they wrap around the building, the display can also be seen from the interior, the way it is set up you can still see the fabric of the products though not the front of them. There are a few dressing screens set up in the window to add some effect to the window scene and there is a lamp set up high casting light on the fabrics. The window is not clustered to the point that you can't see into the store. There are no models, there are hanging racks and there are no prints of products or advertisements.


Earthbound Arts

Storefront

Window Display

Window Display

Earthbound Arts

This store uses greenery to lead you in and to showcase its two very small display windows. The store logo is large and above the entrance so it is not seen again in the windows. The door has little signage. The windows are set up to display products on display though set up in a way that show cases them. There are not too many products crammed in so you can focus on the select few products they are showcasing. The windows are spot lite while open and there is a view from the inside and out. They have added brick and wood to create a tiered display box within the window for their products. There are no prints or advertisements, just the products for sale are on display.

The Other Half

Storefront Close up

Storefront at an angle

The Other Half

This Store front has large windows and they use large wooden tables to display work. The work is showcased on tiered shelves and the products are organized by artist. There is a lot to look at within the window display, yet it is all very unique. The gallery itself is very bright and there is some spot lighting on the window items. There is no hand written signage in the window, just a simple block letter logo in an unobtrusive are of the window. There is an inside and outside view of the display. The interior view is not as pleasing but the items on display are made to be viewed from more than one vantage point. There are no advertisements or prints of products for sale, simply the products themselves. There are no live models or mannequins.

Imagine Flowers

Storefront

Close up of Store Front

Imagine Flowers

This Storefront is arranged in as a scene rather than a display or showcase. The scenic view is that of a garden. You walk all through, around, and under the products. When you enter this store you are immersed with the product. The space is used from floor to ceiling; even items placed within the store are placed in an appealing way to view from the street. There is no hand written signage, advertisements, or pictures of products. The company logo is centered in the scene created in the window display. There is spot lighting of the window when the store is open. There is an interior and exterior view of the window display, which is equally pleasing from either view. Much like a flower arrangement. There are no human models within this space.


Kindred Spirits

Storefront

Storefront

Kindred Spirits

This window display uses all of the space provided. The logo is displayed at the top of each window on a wooden plaque. There is little signage in the window front, the signs are instead on the door. The window is showcasing the items, but choosing to display a few items from the store to entice you to come inside. There is spot lighting on the objects when the store is open, and the window can be seen from inside and out, though it is geared towards outside viewers. There are no advetisements of prints of the products. There are manequinns, simply posed to display the clothing for sale.


Summary...
These 10 window displays taught me alot about what to do and what not to do.
I found it is important for not only the window to look fantastic, but the front of the store to match. That lighting should be more than just on a track and should be considered outside of store hours. I found if you are product focused that you should display as many of the products that you sell in your window, but if you are selling your store as a hole you can create scenes and pick few items to feature. I found that it is important to consider how your window looks from all directions, much like flower arrangements. If you don't want the customers shopping to see an unattractive back of a display the store should put up a wall or curtain. If the window is left open for shoppers to see, then their view must be considered. I definitely found that lots of signs are distracting, and simple well-placed logos were unobtrusive so the focus could be on the product. Well-designed logos make a huge impact as well, the window display and logo help to inform you of the store concept before even walking in. Once a logo is designed it needs to be displayed within plain view, if found eye height to be the most effective, though having the logo in more then one space such as in the door and window made finding out the information needed easier. When designing a window there should be a designated space to display hours and other important information. Sale signs should be placed within view through the doors rather than in the window. I also found that some stores were focused on promoting to their shoppers that they forgot their walls were entirely windows and that the view for passing customers is unpleasant or unfocused. I found having originality in the display rather than mundane retail displays of clothing hung in rows is more effective visually, and the retail organization of a display should be kept in doors if used at all. I found that I like live models but that well posed mannequins will do as well. I prefer scenic windows over tons of product stuffed into a small space. I appreciate the use of entire spaces without large empty area. I feel that stores that display their products only without any type of scene or theme are less incising for me and that I prefer something grand to draw the customer inside, then allowing them to see what you have and make their decision on the street before even entering the store. There is a lot to learn about window design, the technical design concepts and ways of merchandising. These observations are based on little knowledge of marketing or advertising. My opinions are simply from a designer who pays attention to details and is an everyday consumer; most of my observations seem to be common sense.