Tim Wisgerhof, window director for Saks Fifth Avenue, grew up riding horses and baling hay in his home state of Iowa. Today, he hails cabs in New York and creates traffic-stopping window displays for Saks' flagship.
Yet this city boy says aspects of the country will always be a part of him. “Growing up in Iowa gave me a healthy sense of perspective,” says Wisgerhof.
That perspective saw him go from a farm in Iowa to Drake University (Des Moines), where he earned a bachelor of fine art in theater with an emphasis in design. New York was a natural next step, where Wisgerhof worked on a variety of projects, such as the Nickelodeon show “Eureeka's Castle,” theater projects (including “Juan Darien,” directed by Julie Taymor) and MTV, before joining Saks in 1998 as production manager. Now, as window director, Wisgerhof sets the stage for the flagship's window displays throughout the year, including its annual holiday display.
“Designing a window display is similar to designing a stage scene in that you want it to have an impact, a mood,” he says. “Yet, it also can't overpower the actor or the scene. The window can grab you, but the clothes are still the star.”
(For more on Saks and others retailers' holiday windows, see “While Visions of Phantoms Danced in Their Heads” on page 50.)
Where do you find inspiration for your windows?
Everywhere – from galleries to the street and subway. There's magic everywhere.
What five words does Christmas mean to you?
Family, friends, work, windows and wonder.
What five words does Christmas mean to Saks?
Snowflakes, snowflakes, snowflakes, snowflakes – and oh, yeah – did I say snowflakes?
In 10 words, why are store windows still the key to the soul of retail?
Shopping isn't just buying, it's an experience. Windows are the threshold.
Which TV family did you wish was yours? Why?
None – my parents were already pretty close to Ward and June.
How do you handle stress?
I furrow my brow, point my crooked finger (which I cut off in a table saw) and yell at the people I love. Or I go to the gym.
Who is your role model?
My dad. He was one of those amazing people who was able to balance an impressive career, friends and family – and he made everyone feel important and valuable. And yet he still found time to paint and draw.
How do you evaluate your windows' successes at the end of the day?
I don't look the other way when I walk by.
What do you think are some common holiday windows mistakes?
Going to the same well too many times.
Which one-time Tim Wisgerhof fashion statement now makes you cringe?
A sheer turquoise tuxedo shirt – which I still have. I'm not sure if it's to remind me of the mistake or if I keep hoping somehow it will someday work.
What do you sing when you're sure you're alone in the shower?
Adelaide's lament, from “Guys and Dolls.”
Favorite part of New York in December?
Is this a trick question? Windows, naturally. But also, I like to watch the way people change throughout the month (both good and bad), myself included.
Favorite holiday tradition?
Laughing with my brothers on Christmas morning.