Post on 30-Oct-2014
description
Cultural values on Display Windowswhat is the consumer seeking for in their
“window shopping”?
Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Definition History Typology Visual Perception/Promotion Examples
Cultural values on Display Windows
1/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Definition
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.
Display window [dis’plā ‘windō]
Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Cultural values on Display Windows Definition History Typology Visual Perception/Promotion Examples
2/25
• IndustrialRevolution/Outputtingoffixeddistributions•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
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
History
Salvador Dali
Andy Warhol
1920 / Selfridges, Gordon’s alive models
Definition History Typology Visual Perception/Promotion Examples
Cultural values on Display Windows
3/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
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(whenthewholefrontisexposedtothepublic,nodoor)• 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 (smaller display windows usually placed at the eye level)
Typology
Arcade window
Showcase window
No windowOpen-Back window
Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Cultural values on Display Windows Definition History Typology Visual Perception/Promotion Examples
4/25
Components:
•Product - Brand•Props •Scale•Ratio•Color•Lighting•Graphic DesignScale
Lighting
Props
Color
Typology
Definition History Typology Visual Perception/Promotion Examples
Cultural values on Display Windows
5/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Visual perception of the consumer-observer is:
• Selectivemind seperates the dominant element and brings it in the front while sents everything on the background
• Constructionmind in combination with what is being viewed “constructs-creates” other im-ages (connected)
• Interpretive - thymic mean (from greek “thymos” that means soul)
gives a meaning to what is being viewed
Visual Perception
homo significans
sea food
waves
fun summer
sun
Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Cultural values on Display Windows Definition History Typology Visual Perception/Promotion Examples
6/25
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(seekingforaspecificpurchaseitem)• Shopper (interested in purchase - shopping as a leisure time) • Window-Shopper (pleasure of observing the window displays)• Passer-by (moving around)
Visual Perception
Definition History Typology Visual Perception/Promotion Examples
Cultural values on Display Windows
7/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
“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
Visual Perception/Promotion
eye catching
Apple store
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
8/25 Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
“want them all”
Bergdorf Goodman’s Department Store, NY
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
9/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Surprise Emotion Link Mix Technology Examples
“Shop-cholic”
Moschino, Milano
Surprise Emotion Link Mix Technology Examples
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
10/25 Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Curious looking ostrich eggs. Every few days a new egg is hatched, revealing a new shoe, watch or accessory.
LV, London
“new born shoes”
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
11/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Surprise Emotion Link Mix Technology Examples
“ideal world”
Collaboration between Kartell & Mattel
Surprise Emotion Link Mix Technology Examples
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
12/25 Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
“transparency”
Levi’s
People as Mannequins
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
13/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Surprise Emotion Link Mix Technology Examples
Hermes
“lightness”
Surprise Emotion Link Mix Technology Examples
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
14/25 Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
“under surveillance”
LV, London
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
15/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Surprise Emotion Link Mix Technology Examples
“freedom”
Selfridges
Surprise Emotion Link Mix Technology Examples
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
16/25 Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Moschino
“link to the product”
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
17/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Surprise Emotion Link Mix Technology Examples
Benetton
“link to social issues”
Surprise Emotion Link Mix Technology Examples
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
18/25 Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Bergdorf Goodman Department Store, NY
“link to the pop cultrure”
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
19/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Surprise Emotion Link Mix Technology Examples
Diesel
“link to the advertisment campaign”
Surprise Emotion Link Mix Technology Examples
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
20/25 Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Alice in Wonderland - Harrods / Printemps
“link to trend”
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
21/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Surprise Emotion Link Mix Technology Examples
TSUMDepartmentStore,Moscow-Luxurybrands
“kamasutra”
Surprise Emotion Link Mix Technology Examples
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
22/25 Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
“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)
“art”
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
23/25Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
Surprise Emotion Link Mix Technology Examples
http://www.youtube.com/watch?v=2LTXZZuedxQEmpreinte, Paris.
“holography”
Surprise Emotion Link Mix Technology Examples
Surprise Emotion Link Mix Technology Examples
Cultural values on Display Windows
24/25 Anna Anisimova / Aigerim Abdulayeva / Margarita Kelesoglou
http://www.youtube.com/watch?feature=player_embedded&v=La2xIJ-SzwQ
Repetto, Paris
“interactive window”
Surprise Emotion Link Mix Technology Examples
thank you for the attention