Contemporary art has become trendy and important in Europe as never before. Major events such as La Biennale of Venice, the Art Basel, the Documenta 12 in Kassel and Skulptur Projekte Münster demonstrate how almost every material can be useful and transformed. And window designers have responded to the trend, with their usual blend of humor and creativity.
Moschino is always ready to surprise. Creative head Jo Ann Tan has the freedom not just to show fashion, but also to tell a story. The lady in the window can certainly shop without dropping. The decoration is colorful, amusing, crazy and full of joy in the elegant heart of Milan.
German artist Andreas Siekmann shows that contemporary art and visual merchandising can be closely connected. Siekmann shredded plastic animals and formed this monument out of the fragments. Visual merchandisers could be similarly inspired by old mannequins, second-hand clothes and all display items no longer serving their original purpose.
Banner, one of Milan’s most prestigious multi-brand designer apparel stores promotes minimalistic mannequins in white, the new trend color. All interest is focused on the outfit – in this case, the season’s favorite jersey dress. The almost floating figure gives some lightness to the dress, ideal for in between the seasons.
Elegance, extravagance, lightness and exclusivity are the message for this first autumn window of Dior. The shiny silver metallic mannequin stands for a strong personality, as the wearer of this gown should be. The white branch, huge blossoms and swing convey French lightness.
The successful design duo Dolce & Gabbana has chosen a simple presentation for its new autumn accessories line. The stylish mountain shows the must-haves of the season. The favorite ingredient for the end of 2007: animal prints in authentic colors.
Pharmacists, too, need visual merchandising and this pharmacy (Hofapotheke) promotes an amusing anti-snoring remedy. Even medical items can be presented in a touching and attractive way.
Young fashion is presented on trendy, realistic mannequins in front of a background full of flowers at Kult. Layering and all kinds of accessories complement the outfit and make it look busy. With a colorful, strong background, the message is: Contrasts and lots of decoration attract and surprise at the same time.
Alber Elbaz, the creative head of the traditional French fashion house Lanvin, surprises with strong visual messages. The panda and polar bears are icons of endangered species. The fantasy snake is an accessory casually thrown over the arm. The white mannequin with extra long arms expresses the revival of white.
On its 260th birthday, Porzellan Manufaktur, the famous Bavarian porcelain manufacturer opens up the stage for its new collection. Each window at the recently restored flagship store presents the white gold in front of delicate silk threads. Red, pink, yellow, apricot and light green create the background and are also found in the merchandise. A tinted branch serves as aesthetic prop. Warm spotlights create a theatrical atmosphere.
Angelika Frank, a freelance editor and photographer based in Munich, Germany, is VM+SD’s European trend-spotter on all things visual, traveling regularly to Europe’s capitals to keep you up to date. She has also been published in Style Guide, Inspiration, Stores+Shops, Trend Magazin and TextilWirtschaft.
Photography: Angelika Frank, Munich, Germany