A Glorious Return

While the retail industry continues to grasp at a sense of normalcy, 2021’s windows were bright beacons in a tumultuous year

Published

2 years ago

February 13, 2022

VMSD Staff VMSD Jan-Feb 2022

ARGUABLY, WINDOWS ARE one of the most straight-forward – not to mention tried and true – ways to reach your audience. These spyglasses have been an effective method for literal generations, and the mission surrounding window dressing has mostly remained the same: Draw shoppers in.

This past holiday season, creativity abounded after yet another year riddled with pandemic-related woes. Much like in December 2020, displays in 2021 sought to establish renewed hope for the industry and shoppers alike. From classic themes with bright baubles and twinkling lights to over-the-top displays exploding with color to those allowing audience interactivity, windows didn’t disappoint.

Retailers like TSUM Kyiv in Kiev, Ukraine, tickled the senses of and engaged onlookers through technology. Utilizing augmented reality (AR), shoppers could interact with 3-D objects within the windows, and voice recordings for each featuring local celebrities played in the background; special scents, like the aroma of cinnamon and Christmas cookies, helped fuel the Nutcracker-inspired narrative.

Even retailers like Amazon got in on the fun, opening a “pop-up window” in New York’s SoHo that ran from Dec. 4 until Dec. 12. Visitors could ask, using the company’s Alexa technology, to turn on festive lights or play music, among other commands, to transform the windows in front of them.

Outdoor installations made another comeback this year as well, allowing VM to go beyond the glass to reinvigorate pandemic-weary shoppers.

From the simple to the tech-driven, check out some of the jaw-dropping displays from around the globe in the gallery below.

PHOTO GALLERY (24 IMAGES)

Amazon, New York “Alexa in a Pear Tree” / New Moon, New York 📷: Tory Stolper, Los Angeles

Bergdorf Goodman, New York “The Present Moment Is…” / David Hoey, Senior Director, Visual Presentation  📷: Ricky Zehavi, New York

Bloomingdale’s, New York “Let’s Celebrate!” / The Bloomingdale’s Window Team  📷: Tom Sibley, New York

Harney & Sons, New York “Holiday in Tin-seltown” / Polar Buranasatit, Studio Polarizer, New York 📷: Polar Buranasatit, New York

Coach, London “Coach Regent Street SKII” / Giovanni Zaccariello, SVP Global Visual Experience 📷: Chris Adams, London

Asterisk, Austin, Texas “Domain Northside’s Holidaze” / Asterisk Design 📷: Matthew Batista, Austin, Texas

DFS Group Ltd., Hong Kong “Give Joy” / DFS Global VM Team  📷: Billy Yiu, Hong Kong

Avocado Green Brands, La Jolla, Calif. “Symbol of Olive Peace” / Danielle Zeitler, Senior Visual Designer  📷: Danielle Zeitler, Los Angeles

TSUM Kyiv, Kiev, Ukraine “New Year Window Display” / Krystyna Yura 📷: Krystyna Yura, Kiev, Ukraine

Woolworths, Cape Town, South Africa “Kids Festive Fun Interactive Window” / Christan Boshoff, Woolworths 📷: Christan Boshoff, Cape Town, South Africa

Fifth Avenue Association, New York “Pulitzer Fountain 2021 Holiday Display” / Roya Sullivan, Harlequin Designs  📷: Marzena Szymanska, New York

The Rodeo Drive Committee and the City of Beverly Hills, Calif. Set + Stage Creative, Los Angeles 📷: Maya Myers, Los Angeles

Liverpool Mexico, Mexico City “Sweet Christmas” / Alejandro Ruiz Gonzalez, Creative Manager 📷: Cesar Rohe, Mexico

Kesslers Diamonds, Milwaukee, Wis. “Faceted Diamond Christmas Trees” / Sue Boyle, Retailworks Inc., Milwaukee, Wis. 📷: Sue Boyle, Milwaukee, Wis.

Cartier, New York. “Love is All” / Cartier Team 📷: Photography: Ricky Zehavi, New York

Macy’s, New York “Macy’s Holiday Windows” / Manuel Urquizo, Macy’s  📷: Bill Waldorf, Knoxville, Tenn.

Meyer, Melbourne, Australia John Kerr, Creative & Technical Director, Stage ONE 📷: Rob Anderson, Melbourne, Australia

Windsor Pharmacy, New York “Holiday at the Winter Lodge” / Polar Buranasatit, Studio Polarizer, New York 📷: Polar Buranasatit, New York

Kate Spade, New York “Kate Spade Holiday Rollout”  📷: Courtesy of Visual Citi

Saks Fifth Avenue, New York “Dreaming Of...”  📷: Luis Guillén for Saks Fifth Avenue

Tiffany & Co., New York “Tiffany & Co. Holiday Windows” 📷: Ricky Zehavi, New York

De Bijenkorf, Rotterdam, The Netherlands “Amaze & Admire, Discover the Magic of the Festive Season” / De Bijenkorf Visual Team  📷: Courtesy of De Bijenkorf

New Yaohan, Macau, China New Yaohan VM Team 📷: Courtesy of New Yaohan

Chiappetta Shoes, Kenosha, Wis. “Glitter and Gold” / Joe Diefenbach, Head Merchandiser/Manager 📷: Joe Diefenbach, Mt. Pleasant, Wis.

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