The purpose of this article is not only reminding the parameters and
goals to keep in mind during the realization of a showcase because you
probably already know them. Certainly it's necessary to highlight the
importance of creating the right balance between the commercial aim,
for which showcases are simply a promotional element for selling
products, and the artistic aim which considers windows as purely
aesthetic elements meant to highlight the quality and beauty of products.
The difference between the two aims is evident, since in the first case
the economical aspect and profits prevail (typical of shops with
affordable prices, where they tend to sacrifice the aestethic aspect in
order to show as many items as possible). In the second case they
prefer to point out the artistic aspect (there will be certainly a
bigger budget) to underline the fame of a certain brand by impressing
the peaton with unicity and originality.
As a general rule the previous aims should coexist in the same showcase
in order to create that essential balance for building up a 'fidelity'
between the seller and the customer. Nowadays unfortunately the
artistic matter has been almost forgotten by the majority of sellers
because of the impellent need of incrementing purchases, so you might
spontaneously wonder if the cause of this unbalance is the actual
economical crisis, but this supposition might be a reason of discussion
so we'll leave it there for another occasion. By now we could just talk of
'creative crisis', since generally speaking there is not a great difference
among the various shops'showcases where the banality and the 'already
seen' reign. This is even more clear when we look at those showcases
in which they follow a standarized model without adding that personal
touch imprescindibile to affirm their own vision of fashion and style.
I'd like to make clear that the decoration of a showcase is a form
of art and the window-dresser first should be an artist, that's why
I'd like to compare him to a musician or a painter: what would
happen if someone forced them to follow a default scheme so that they
couldn't express their own feelings and their own 'Myself'?
First of all art is freedom and freedom is risk. Who is not ready to risk
can't affirm he's an artist, neither he is free for real.
So a window dresser sould be allowed to express his own
view of fashion and decoration, after giving him the general
concept the shop owner wants to communicate.
It's worthwhile to contact a professional window-dresser since
showcases have an incredible attractive strenght. Just imagine that
in a medium town (100000/150000 citizens) 20000 people every day might pass next to your shop , that's why the effectiveness of the shop windows
compared to the realization cost is very high.
Finally I'm gonna address an appeal to the shop owners: rely upon
a professional decorator who could transform your showcase into
an unique piece thanks to his originality,creativity which will
distinguish your shop from others attracting the attention and desire
of new potencial customers.
Also remember that in many occasions a single word changed is enough to
give a different meaning to a whole sentence.