Art in a Showcase

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. 

Good Luck.   

Kali