Winter time is window time

Winter time is window time

There is no better moment to invest in shop window decoration like now. The long nights in the northern hemisphere are pushing our curiosity to explore the enlighten spots behind the shop windows. It is a pity that 2017 seems to be a year of cost cutting within many of the department stores in Germany. In some places we missed the big christmas trees in front of the buildings and also the lovingly installations of working animals, preparing cookies, repairing clothes and more. It seems that the miracles of our childhood become less and less.

Nevertheless we found some in the big cities like New York and London. We loved the shop windows at Lord & Taylor which are co-branded by the hallmark channel, and also  the »Snow White« theme at Saks Fifth Avenue which is based on the promotional partnership with Walt Disney Cooperation. Saks also features an impressive full-facade light show after dusk. 
One of our favorite shop windows in London is the Hacketts in Regent Street, where a magic ring is levitating along a floating mannequin. Also the ones of John Lewis are worthwhile a detour.  These kind of shop windows are like treasure boxes that carry us back to our childhood. 
Not a shop window, but also a stunning installations driven by the latest technologies is the singing tree of Es Devlin ( in front of the V&A in London. The singing tree is brought to life via machine learning and thousands of words collected from the public. A very good example how digital media can generate a joint experience. A more adaptable way to catch the interest of the citizens are big screens in the shop windows that lurk with desirable images and movies that can be exchanged every season. Especially in late afternoon there can’t be a better eye catcher. 

There are two reasons not to waste the ad space of your shop windows:
First, you can create a 3D brand experience which will be remembered much longer than the goods you are going to sell. And this is exactly what online shopping is not going to serve.
Second, with your shop windows you own an ad-space you don’t have to pay for and that, if you do it right, is generating a lot of earned media.
So maybe, with a new understanding as an experience space, the imaginative windows of the brick and mortar shops celebrate a broader come back.

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