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. Whether honoring the past or inspiring the future, the theatrics of classic VM were showcased in 2024 with windows utilizing colorful props, dynamic scaling and enticing product displays.
Tiffany & Co., New York
“A Season of Light and Love”
Christopher Young, VP Creative Director CVM; Gloria Kim, Director Pop Up & Window Design; Camilla Slattery-Eidenberg, Director Creative Production, Tiffany & Co.
Photography: Ricky Zehavi, New York
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, technical innovation and whimsical joy. The winner of 2024’s award is Tiffany & Co. for its “A Season of Love and Light” window displays at its New York flagship, The Landmark. Honoring both nature and tradition, the storied retailer transformed its classic Jean Schlumberger bird into crystal sculptures emulating ice. With a snowy landscape setting the stage, animated props and music brought this wonderland to life.
The COOP, Cambridge, Mass.
“The COOP’s Inaugural Holiday Storefront Design Competition”
Mariia Solovii, Student, Harvard College
Photography: Courtesy of The COOP
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.
Photography: Mark Ashman, Orlando
Saks Fifth Ave., New York
“Saks Fifth Avenue 2024 Holiday Windows”
Connor Matz, Director of Visual, Saks Fifth Avenue; Production/Fabrication Partner Credits: Center Six; Windows: Duggal Visual Solutions; Fashion Gallery Windows: Harlequin Design New York
Photography: Luis Guillen
Rodeo Drive, Beverly Hills, Calif.
“Rodeo Nights, Holiday Lights”
Set + Stage Creative, Bourgoise Productions; City of Beverly Hills
Photography: Maya Meyers Photography, JBB Productions
VMSD + PAVE WINNING WINDOW AWARD 2025
Ralph Lauren, New York
Ralph Lauren
Photography: Courtesy of Ralph Lauren
VMSD + PAVE WINNING WINDOW AWARD 2025
Ralph Lauren, New York
“Ralph Lauren’s Charming Interactive Holiday Windows”
Ralph Lauren
Photography: Courtesy of Ralph Lauren
R.M.Williams, Sydney, Australia
“GIVE ME HOME”
Kurt Sherer, Sarah Spilsbury, Rachael Nicholl; Kurt Sherer
R.M.Williams, Senior Manager – Visual Creative Direction
Sarah Spilsbury
Dashing – Senior Creative
Rachael Nicholl
Dashing – Account Director
Photography: Courtesy of R.M.Williams
Nordstrom
“Wonder All The Way”
Emily Jacque, Principal VM Environmental Designer; Max Kunz, VM Graphic Designer, Nordstrom
Photography: Richie Yeagar
New Yaohan, Macau, China
Kenneth Yim; New Yaohan VM Team
Photography: Courtesy of New Yaohan
Mr. B, Des Moines, Iowa
“Holiday Melodies Illustrated”
James Spizale, Visual Merchandising Mgr., Annie Spizale, Marketing Director, Midwest Clothiers
Photography: James Spizale
Maxfield, Hollywood, Calif.
“Maxfield Holiday Window”
Carolyne Bell, Maxfield; Set + Stage Creative
Photography: Kloey Ramirez
El Palacio de Hierro, Mexico City
“2024 Christmas Windows”
Sebastian Almeida, Creative Manager, Edgar Farias, Display Manager; Benjamín Ibarra, Designer; Guadalupe Blanco, Designer; Isis Arellano, Display Supervisor; Domingo Morales, Display Staff; Salvador Ballesteros, Display Staff; Abril Balderas, Display Staff; Humberto Cruz, Display Staff, El Palacio de Hierro
Photography: Courtesy of El Palacio de Hierro
Evereve, Minnetonka, Minn.
“20th Anniversary Holiday Window”
Amy Shetler, Director of Visual Experience, Evereve
Photography: Amy Shetler
L’ Esprit de la Provence, Orlando
“Walt Disney World – EPCOT – France Pavilion”
Corey Rivera, Visual Merchandising Stylist
Don Schultz, Visual Merchandising, Area Manager, EPCOT Walt Disney World
Luis Grullon, Visual Merchandising, Specialist, The Walt Disney Co.
Photography: Corey Rivera
Liverpool Mexico, Mexico City
“The Magic Christmas Recipe”
Alejandro Ruiz Gonzalez
Ursula Hurtado Ponce de León, Director Display
Gabriela García, Creative Designer, Liverpool Mexico
Photography: Mauricio Fajardo MOLVO FILM
Macy’s, New York
“Macy’s Holiday Windows”
Manuel Urquizo, Director, Windows & Storewide Visual Campaigns, Macy’s
Photography: Bill Waldorf, Knoxville, Tenn.
MartinPatrick 3, Minneapolis
“Land of 10,000 Sweets”
Greg Walsh, President
Eric Johnson, Seacraft, Principal
Eric Fabian, Visuals
Brittany Garrett, Visuals
Photography: Greg Walsh
Cole Hardware, San Francisco
“Bah Hum Bugs!”
Noelle Nicks, Visual Merchandising Manager, Cole Hardware
Photography: Noelle Nicks, San Francisco
The Coca-Cola Co., Orlando
“Santa, Polar Bear & Friends”
Jason Windish, Visual Manager; Nicole Huspen, Visual Merchandiser; Elizabeth Mathews, Retail Marketing Manager; Yiwen Lu, Graphic Design Manager, The Coca-Cola Co.
Photography: Jason Windish, Orlando
Coach, New York
“Coach Holiday 2024 Coach House”
Coach Design Studio
Photography: Ali Reza Malik
CD Peacock, Chicago
“CD Peacock Holiday”
Roya Sullivan, Creative Director
Photography: Roya Sullivan
Bloomingdale’s, New York
“Bloomingdale’s 59th St. Collaboration with the Universal Studios Movie, ‘Wicked’”
Aaron Romero, Associate Creative Director, Bloomingdale’s
Photography: Courtesy of Bloomingdales
Capital One Cafe, Boston
“Settle into the Season”
Hannah Olin, Manager, Visual Merchandiser; Daniela Tanzj; Rosi Baez, Capital One
Photography: Michael Carbone, New York
Bergdorf Goodman, New York
“Toast of the Town”
David Hoey, Senior Director of Visual Presentation, Bergdorf Goodman
Photography: Courtesy of Bergdorf Goodman
Bath & Body Works, Beverly Hills, Calif.
“Bath & Body Works Holiday”
Bath & Body Works
Photography: Kloey Ramirez
AS Revival, Knoxville, Tenn.
“Tis the Ski’son”
Roe Palermo, Creative Director, Altar’d State
Photography: Freddy Price, Knoxville, Tenn.
Arula, Knoxville, Tenn.
“Tis the Ski’son”
Roe Palermo, Creative Director, Altar’d State
Photography: Freddy Price, Knoxville, Tenn.
Altar’d State, Knoxville, Tenn.
“Tis the Ski’son”
Roe Palermo, Creative Director, Altar’d State
Photography: Freddy Price, Knoxville, Tenn.
ALDO, Montreal
“Holiday Memories Start With ALDO”
ALDO Brand & Store Marketing Teams
Photography: Andry Familia, New York
TSUM Kyiv, Kyiv
“Ukrainian Christmas”
Creative Team of TSUM, First Department Store Kyiv: Kostiantyn Putylenko, Marketing Director; Vira Rublevska, Head of Creative; Evgenia Shumilina, Designer
Photography: Artem Mykhailichenko, Kyiv, Ukraine
Kesslers Diamonds, Milwaukee, Wis.
“A Red Box Under Your Tree”
Sue Boyle, Retailwork; Suzanne Rafenstein, Director of Display Dept.; Amanda Ewing, Display Artist
Photography: Suzanne Rafenstein, Milwaukee, Wis.
Cole Hardware, San Francisco
“Lichen the Reindeer Moss Reindeer”
Noelle Nicks, Visual Merchandising Manager, Cole Hardware
Photography: Noelle Nicks, San Francisco
Cole Hardware, San Francisco
“Art Deco Decorations”
Noelle Nicks, Visual Merchandising Manager, Cole Hardware
Photography: Noelle Nicks, San Francisco
AOKAY Antiques, Des Moines, Iowa
“Holiday Spectacular”
Steve Mumma, Owner and Creative Director
Macy’s, New York
“Macy’s Holiday Fashion and Gifting on 34th Street”
Andi Woung, Visual Manager Flagship Windows; Martin Olshawsky, Assistant Visual Manager, Macy’s
Photography: Bill Waldorf, Knoxville, Tenn.
Retail Theater: Holiday Windows 2024: Photo Gallery
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. Whether honoring the past or inspiring the future, the theatrics of classic VM were showcased in 2024 with windows utilizing colorful props, dynamic scaling and enticing product displays.