Following on from our post about London’s Christmas retail window design for shops in London’s West End, today we hop across the Atlantic to New York where retailers describe their displays as a gift to passers-by.
David Hoey, senior director of visual presentation at Bergdorf Goodman explains: ‘‘Every store has their own style…we try to pick a theme that will lend itself for us to go to town. We all do.’’ This year Hoey’s store is paying homage to ‘Holidays on Ice’ with a glittering display that has a distinctly vintage feel to it.
Tiffany and Co
Across the street at Tiffany and Co the windows tell a story of ‘the lives that go on here and the interactions that happen on Christmas Day and on that morning in New York City…it’s about holiday spirit and celebrated tradition. The windows are for all ages, all different cultures. We just want you to stop and look and engage in our windows.’’
Also located in midtown, Barney’s has teamed up with Jay-Z to showcase his BNY SCC collection in a series of high-tech interactive installations featuring light shows, a virtual sleigh ride and a three minute 3-D experience of the city skyline.
Meanwhile down the street at Macy’s they’ve gone a bit more old-school as the windows tell a story of a little boy’s journey through an enchanted forest and the exciting characters that he meets along the way.
As with the UK shop window displays we described in our last post these retail displays all describe a journey or a story whilst showcasing gift ideas – some affordable, some fantastical yet all helping to entice people into the city to take a look at what is on offer and soak up some of the festive spirit. It is difficult to measure precisely if and how they boost sales but they are invaluable at enhancing and enriching the customer experience and spreading Christmas cheer. Online shopping may be partially responsible for a decline in sales on the High Street but the retail experience offered by these stores is something that cannot be emulated online – at least not yet.