2024 Holiday Windows Recap: Respect the Classics

THE SAYING GOES, “Retail is theater,” and holiday windows recently demonstrated this well-known adage. Companies delivered theatrical designs by returning to the fundamentals: Whether with a celebration of nature or honoring history, 2024’s holiday windows were all about the classics.

Numerous projects this year went back to Mother Nature for inspiration. Nordstrom (Seattle) used greenery and plant motifs to create a heavenly homage to wintertime flora, and Australian footwear retailer R.M.Williams displayed a simple yet striking window emphasizing eco-consciousness during the holiday season.

Tiffany & Co., New York

“A Season of Light and Love”
Christopher Young, VP Creative Director CVM, Tiffany & Co.
PHOTO: Ricky Zehavi, New York

Altar’d State (Knoxville, Tenn.) celebrated outdoor activities by layering miniature figures of pine trees and skis behind large-scale props of ski lifts and snow gear. “[Our Christmas windows] reflect the cherished joy of spending Christmas together with friends and family, a sentiment embraced by all of our brands,” says Roe Palermo, Creative Director, Altar’d State. “They remind us of the beauty of togetherness and the magic of the Christmas season.”

Other retailers embraced history and hallmarks. One of the winners of the 2024 PAVE Global + VMSD Winning Window Award, Ralph Lauren (New York), set an animatronic of its brand icon, Polo Bear, against classic New York imagery. “Reimagining our iconic Polo Bear as an interactive character creates a delightfully personal and thoroughly modern experience that will surprise and charm our customers, while also attracting new audiences to engage with the brand,” says David Lauren, Chief Branding and Innovation Officer, Ralph Lauren.

Across the world in Ukraine, local holiday traditions inspired the colorful displays at department store TSUM Kyiv. In Cambridge, Mass., the windows at The COOP corner store at Harvard University were designed by student Mariia Solovii. “Solovii’s winning design pays homage to The COOP’s unique location overlooking historic Harvard Yard,” says Adrian Gill, Chief Marketing Officer, The COOP. “It’s a reflection of The COOP’s evolving brand, honoring tradition while embracing creativity and delight.”

Whether honoring the past or inspiring the future, the theatrics of classic VM were showcased in 2024.

VMSD magazine is proud to celebrate the spirit of tried-and-true visual merchandising with the second annual Gene Moore Window Award. Chosen by a panel of “Window Wizards,” this award recognizes a window display from the U.S. or abroad that embodies the legacy of illustrious window designer Gene Moore through artistic vision, innovation and joy. The winner of 2024’s award is Tiffany & Co. for its “A Season of Light and Love” window displays at its New York flagship, The Landmark. The windows showcase a winter wonderland “where the Jean Schlumberger Bird on a Rock becomes a crystalline symbol of love and gifting,” a representative from Tiffany & Co. said in a statement to VMSD. “This beloved icon takes center stage, engaging in playful and romantic scenes while evoking Tiffany’s heritage through nods to Gene Moore’s inventive displays and collaborations with renowned artists like Robert Rauschenberg and Jasper Johns.”

TSUM Kyiv, Kyiv

“Ukrainian Christmas”
Creative Team of TSUM, First Department Store Kyiv
PHOTO: Artem Mykhailichenko, Kyiv

Rodeo Drive, Beverly Hills, Calif.

“Rodeo Nights, Holiday Lights”
Set + Stage Creative, Bourgoise Productions
PHOTO: Maya Meyers Photography, JBB Productions

Macy’s, New York

“Macy’s Holiday Windows”
Manuel Urquizo, Director, Windows & Storewide Visual Campaigns, Macy’s
PHOTO: Bill Waldorf, Knoxville, Tenn.

Nordstrom

“Wonder All The Way”
Emily Jacque, Principal
PHOTO: VM Environmental Designer, Nordstrom Richie Yeagar

Bergdorf Goodman, New York

“Toast of the Town”
David Hoey, Senior Director of Visual Presentation, Bergdorf Goodman
PHOTO: Ricky Zehavi, New York

The World of Disney at Walt Disney World, Disney Springs, Orlando

“The World of Disney Holiday Windows”
Paul Seus, Retail Creative Manager, The Walt Disney Co.
PHOTO: Mark Ashman, Orlando

MartinPatrick 3, Minneapolis

“Land of 10,000 Sweets”
Greg Walsh, President
PHOTO: Greg Walsh

Coach, New York

“Coach Holiday 2024 Coach House”
Coach Design Studio
PHOTO: Ali Reza Malik

Bloomingdale’s, New York

“Bloomingdale’s Holiday Windows Collaboration with the Universal Studios Movie, ‘Wicked’”
Aaron Romero, Associate Creative Director, Bloomingdale’s
PHOTO: Courtesy of Bloomingdale’s

Galeries Lafayette, Paris

Benoît Laumaillé, Kevin
Germanier, Galeries Lafayette
PHOTO: Courtesy of Galeries Lafayette

Cole Hardware, San Francisco

“Bah Hum Bugs!”
Noelle Nicks, Visual Merchandising Manager, Cole Hardware
PHOTO: Noelle Nicks, San Francisco

Myer, Melbourne, Australia

“An Irwin’s Christmas Story (Animated Windows)”
John Kerr, Creative and Technical Director, Stage One
PHOTO: Courtesy of Stage One

L’ Esprit de la Provence, Orlando

“Walt Disney World – EPCOT – France Pavilion”
Corey Rivera, Visual Merchandising Stylist, The Walt Disney Co.
PHOTO: Corey Rivera

Ralph Lauren, New York

“Ralph Lauren’s Charming Interactive Holiday Windows”
Ralph Lauren
PHOTO: Courtesy of Ralph Lauren

Liverpool Mexico, Mexico City

“The Magic Christmas Recipe”
Alejandro Ruiz Gonzalez, Liverpool Mexico
PHOTO: Mauricio Fajardo MOLVO FILM

New Yaohan, Macau, China

New Yaohan
VM Team; Kenneth Yim
PHOTO: Guy Lam/Kenneth Yim

El Palacio de Hierro, Mexico City

“2024 Christmas Windows”
Sebastian Almeida, Creative Manager, El Palacio de Hierro
PHOTO: Courtesy of El Palacio de Hierro

Capital One Cafe, Boston

“Settle into the Season”
Hannah Olin, Manager, Visual Merchandiser, Capital One
PHOTO: Michael Carbone, New York

R.M.Williams, Sydney, Australia

“Give Me Home”
Kurt Sherer, Sarah Spilsbury, Rachael Nicholl
PHOTO: Courtesy of R.M.Williams

CD Peacock, Chicago

“CD Peacock Holiday”
Roya Sullivan, Creative Director
PHOTO: Roya Sullivan

Ralph Lauren Women’s, New York

“Ralph Lauren’s Charming Interactive Holiday Windows”
Ralph Lauren
PHOTO: Courtesy of Ralph Lauren

The COOP, Cambridge, Mass.

“The COOP’s Inaugural Holiday Storefront Design Competition”
Mariia Solovii, Student, Harvard College
PHOTO: Brayan Mesa, Boston

Saks Fifth Avenue, New York

“Saks Fifth Avenue 2024 Holiday Windows”
Connor Matz, Director of Visual, Saks Fifth Avenue
PHOTO: Luis Guillen

Altar’d State, Knoxville, Tenn.

“Tis the Ski’son”
Roe Palermo, Creative Director, Altar’d State
PHOTO: Freddy Price, Knoxville, Tenn.