Shane R. McCall

Shane R. McCall, visual manager at American Girl Place in Chicago, came off the farm in Cedar Vale, Kan. “This, I think, gave me useful work tools to become a visual merchandiser: hard work, dedication, negotiation, innovation and real problem-solving.”

Upon graduation from high school in 1982, he spent 10 years moving up the management ladder at McDonald's in Bartlesville, Okla. “But one day I woke up and said to myself, 'I'm supposed to be an artist. What am I doing?'” He enrolled in the Visual Communications program at The School of the Art Institute in Chicago.

After a stint as art director at a local publishing company, he went to FAO Schwarz, first as visual manager of the Chicago store, then as visual merchandising manager in Las Vegas, where he opened the Forum Shops at Caesar's Palace location (the one with the smoke-breathing Trojan horse).

He was assistant corporate visual director for FAO's corporate offices in New York when, in 1998, he accepted the challenge of visual manager for a then-unknown retail concept, American Girl Place, being tested in Chicago by Mattel.

He designs, produces and manages the visual displays and merchandise layouts for the store, and is leading the internal brand/design team on the new New York location to open in the fall.

McCall's window designs have won several awards over the years, including the “Best of Show” from the Greater North Michigan Avenue Association.

Which TV family did you wish was yours?

“Family” with Kristy MacNichol. I wanted to be her brother.

If I only knew what I know now . . .

I wouldn't have played as much Ms. Pac-Man when I was in junior college.

Who are your role models?

John Reuter-Pacyna was an instructor at The School of the Art Institute, teaching Introduction to Visual Communication. We started on paper with just a dot and a square, proving that whatever materials you are given you make your own choices to be creative with them. His style and teaching technique is what I use today. I always say to those working for me: “You need to be creative in being creative; it is no longer enough to be clever.”

In 10 words, why are store windows still the key to the soul of retail?

If they are magical, they draw you into that world.

What do you think are some common holiday windows mistakes?

Too much commercialism. This is the time of the year when the windows need to be magical, enchanting and powerful. I also believe they should be animated. Customers expect something more from the windows, and simple animation captures children's hearts and parents'nostalgia.

Describe the American Girl customer you have in your mind when you prepare the holiday windows.

While our windows are enjoyed by American Girl fans of all ages, we design them with a young (3-12) girl in mind. She is curious, imaginative and bright.

Which one-time Shane McCall fashion statement now makes you cringe?

Everything I wore in the 1980s, and especially my hair. Could I have gotten any more hairspray in there?

What do you sing when you're sure you're alone?

“Please Mr. Please” by Olivia Newton-John.

How do you evaluate your windows'successes at the end of the day?

By all the nose prints left on the glass.