2018’s holiday windows, especially in the Big Apple, officially raised the bar on interactivity. According to Tom Beebe, Creative Consultant, Stylist, Window Wizard – a longtime industry veteran and VMSD editorial advisory board member – windows this year were active, animated, and above all else, stimulating. “There was so much ‘fun’ – that was the undercurrent this year,” says Beebe. “People are so used to absorbing technology, they can handle the stimulation; the era of Instagram has led to it. I come from the Gene Moore school of thought where windows were simpler, and with these, you stand there in awe of each one. There’s a huge trend in stimulating street theater.”
The intricacy of the windows helped anchor even the busiest of displays, Beebe says. “Once you get past the stimulation and zoom in to the details amongst all the commotion, it’s incredible,” he says. “You’re rewarded by the details.”
And interactivity and immersion help keep window displays relevant in this new digital age. “Customer-facing interactive [and] immersive concepts have evolved and are playing a major role in window design direction in the last few years,” says Eleanor Smith, VP/Visual Merchandising, Bloomingdale’s (New York). “Especially here at Bloomingdale’s, we love engaging the consumer, creating these impressionable experiences … it gives our consumer a feeling of creative energy and makes them feel good.”
For more holiday windows from VMSD's annual recap, please check vmsd.com throughout the month of February.