offers an interactive bit of hospitality for customers, like last year’s cocoa bar. The pandemic affected the in-store displays more than the windows. People are out there and still wanting to shop-just in a different way.” Inside Tiffany & Co., an Empire State Building made of blue boxes provides visual impact. “Even in Asia, the foot traffic is on an uptick. Morgan emphasizes that windows are still important this year. In one of the five window templates provided to all stores, the jewels are displayed in a pile of white powder poured from a box labeled “display snow.” In another, rings and bracelets are featured on a simple metal tree shape that seems to be melting into a puddle.įor customers who couldn’t see the windows in person this year, the company shared short videos on Instagram. The pared-down window designs (above) focused on a single prop, highlighted in a metallic display. Though the size of the construction team was limited as a safety precaution, the company focused its resources on the windows, because of the increased challenge of drawing customers into stores this year. It’s no coincidence that the holiday display is more stunning this year than ever, Krabel says. We decided to do something iconic to the city that will make our customer smile-a classic old-school taxi.” “Our store has the biggest budget and the biggest leeway to diverge from the concept. “The company directive was ‘animals bringing gifts,’” says Kate Krabel, Fine Arts ’12, a display coordinator at the store who sculpted all 26 animals by hand. Anthropologie’s “animal taxi” spread across three windows at the Rockefeller Center store. People purchased and adopted pets more than ever.”įor example, the windows at Anthropologie’s Rockefeller Center store house a menagerie of adorable papier-mâché animals-ducklings, a flamingo, zebra, giraffe, and more-delivering gifts from an 18-foot taxi that stretches across three windows. The reason, she believes, is that “Animals came to people’s rescue in this time of need. “They’re always a gift back to the city, and this year more than ever.”Īnimals figured prominently in many of New York’s displays, according to Kong. “We never look at holiday windows as a vehicle to gain revenue for the store,” she says. While window displays can beckon shoppers into stores, Kong says that the primary purpose of holiday window displays is to generate goodwill. What they do is reapportion the dollars they have.” I don’t believe a singular display is enough anymore.”īerger, who writes reports on retail display and other visuals for the Sign Research Foundation, adds, “The misconception is that because of COVID-19, people don’t spend money. “Retailers and product manufacturers are going to try to get visibility at an even higher level than before, and they’re going to reach beyond the window. To brighten empty storefronts, the city installed light-up sculptures on the sidewalk.Ĭraig Berger, associate professor and program coordinator of VPED, believes more money will be spent on holiday displays this year than in any previous year. Saks Fifth Avenue depicted scenes of New Yorkers adapting to social distancing. Macy’s, for example, presented mechanical clapping hands thanking essential workers and the city of New York. “There were a lot of tactile elements that sent warm messaging virtues: gratitude, strength, equality, justice, and diversity.” “The quality of windows is really fantastic this year,” says Anne Kong, associate professor of VPED. This year, it seems that the pandemic has pushed retailers to make them better. In a year of upheaval and uncertainty, holiday window displays bring a welcome dose of cheer. “We were trying to do something cool that would get people to smile.” “It’s been such a weird year in so many ways, and so many people have been affected,” says Henry, a freelance set and production designer for photo shoots and videos. One of Macy’s holiday windows pays tribute to the city with clapping hands. In this unprecedented year, marked by fear and loss, this clever reference to the public health leader (and hero to many) has offered levity for weary locals.Īmy Henry, Visual Presentation and Exhibition Design (VPED) ’97, who has designed the apothecary’s windows for the past 15 years, created the display to celebrate the health care workers who put their lives at risk this year. Anthony Fauci figure greets customers from a sleigh, with the phrase “May the Fauci be with you” stuck to the glass. Bigelow Chemists in Greenwich Village, a Dr.
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