Michael Salinas

Michael Salinas' interest in the retail world began when he was a child during a visit to the E.S. Levy & Co. department store in downtown Galveston, Texas, with his grandmother.

“The store's entire bank of windows was in a 'U' shape that you had to walk around,” he recalls. “The window set was like a cotton candy creation in red tulle with red lighting and all the mannequins in red.”

Those same windows that sparked his imagination as a child would later serve as his training ground. Salinas found his first industry job as prop-master for E.S. Levy's windows before becoming visual director.

“With 24 windows changing every two weeks, I had no shortage of prop needs,” he says.

Salinas eventually moved on to Marshall Field's in Houston and did freelance for Tootsies, a Houston-based specialty boutique.

He then joined Saks Fifth Avenue, working around the country in store- level positions before his promotion to corporate. There, he served as director of merchandise presentation, handled major fragrance launches and designed the main floor accessory open-sell programs for the Houston Galleria flagship before becoming Saks' regional and national corporate director of visual merchandising. Post-Saks, Salinas was most recently vp, visual merchandising and creative services for Lord & Taylor (New York).

Reflecting on his 25-year career, Salinas says he still draws inspiration from that first department store visit with his grandmother.

“I try to re-create for others that first breathless moment I felt,” he says.

What gives you inspiration when creating a display?

My inspiration comes from a collective of experiences and can be ideas from works of art, architecture, fashion and interactive installations. Like the work of sculptor Andy Goldsworthy, artist Joseph Cornell or architect Antonio Gaudi, or a single idea found in the detail inside a Faberge egg, Cartier jewelry design or the work of I. M. Pei.

What was the best word used to describe a display you did?

“Bravo! Bravo!” In response to the creation and execution of the Thierry Mugler fragrance launch of “Angel” for Saks.

What is one mistake you see today's retailers making with their visual merchandising?

Losing brand identity when you confuse the customer base and misrepresent the brand. As more competing stores emerge in niche businesses, the consumer has many options. The brand, whether it's a company or a specific product assortment, is what brings the customer in; the experience keeps them coming back.

How do you measure the return on investment in holiday windows?

Quantifying windows has long been a source of debate. The return can be measured by the customer response at the register, marketing to a specific charity or the smiles on children's faces when they see the windows. Having planned budgets for holiday windows, the cost is well worth it for engineering, design and Old World craftsmanship.

Whose holiday windows stopped you in your tracks in 2003?

I am partial to Linda Fargo's windows at Bergdorf. They represent a heritage of great non-mechanical retail windows that remind us all why we wanted to be in visual merchandising. (For more on Bergdorf's Linda Fargo and holiday windows in 2003, see pages 44-55.)

Who are your professional heroes?

My mentors in visual merchandising would be Angela Dewree, whom I worked for at Marshall Field's, and Linda McConnell and William Viets at Saks Fifth Avenue.

I am a firm believer that the key to success is to work for inspired leaders. I have been fortunate to have worked for retail icons that have been instrumental in being change-makers with a driven point of view.