William Shakespeare once said, "window, let out the darkness." A retailer added, "window, bring in the customers, take out the merchandise." These two quotes are a good reflection of the importance windows play in our lives. The display window, especially those of department stores, represent not only an important means of sales promotion, but an art form as well. The Republic of China, as a result of increasing economic prosperity now boasts a growing number of department and other retail stores that take advantage of the display window.
The early history of display windows is vague, but in the first stages windows were used merely as a means of showing what the store had to sell. There was no design, and goods were scrambled together, often in a clashing contrast of style and color. Consumers were not choosy about what a store displayed. They were concerned about what they could afford to buy. Increased incomes and affluence, however, gave rise to a new consumer consciousness. In order to meet these new demands retailers had to adopt new promotional strategies. The display window became one of the first areas they developed.
Like the eyes which mirror the inner soul of a person, the display window acted as a mirror for the store. What is up on display is an accurate representation of the style and character of the store. The display window no longer is just used for pushing the store's wares. According to noted designer, Ling Ming-sheng, the window is not only the retailer's tool, it is a barometer of the society's economic potential and changing tastes.
Display windows have had a relatively brief history on Taiwan. In the mid-seventies certain stores and individuals began to see the potential that artistically designed store windows had. The major department stores had the budgetary means to invest in the development of this area. Successful displays encouraged smaller retailers to develop their own windows. Attracted by the innovative and colorful scenes, the growing consumer class enjoyed strolling the streets and browsing at the store displays. Smaller specialty stores began to use specific window designs to promote their images. Decorative window displays in larger bakeries used cartoon characters, animals and lights to attract children. Tea shops used traditional Chinese articles to build their scenes. Delicate fans, umbrellas, calligraphy and tea pots graced the window cases. Photography studios, especially those specializing in wedding portraits featured displays that attracted young women.
Department stores still rank as the most important outlets for window display. The stores have the budget, the cycle of holidays, seasons, and special events to create lavish designs that are really an art form.
The Sesame Department Store located in the eastern sector of Taipei represents the new artistic approach to window design and display in the Republic of China. Designed as a store for the higher income bracket, the Sesame has paid a great deal of attention to the development of the display window. Store general manager, Hsu Li-ling has a background in design and so has pursued the development of impressive displays.
During the summer of 1982 the store used the theme of summer and sea to create an undersea realm in its displays. Mannequins dressed as mermaids greeted shoppers at the main entrance. A large submarine, erected in the lobby area also acted as a runway for fashion shows. The large display windows were designed as underwater scenes. Models dressed in colorful diving suits were equipped with air tanks and spear guns. Seaweed, coral and shells were fashioned out of fine silk material. Cellophane which was applied to the glass windows and foil placed over lights produced the rippling effect of flowing water.
The display attracted large crowds and even caused traffic jams as motorists hovered around the perimeter just to get a look. Some people went as far as to place bets as to whether the case windows had water in them or not.
Miss Hsu stresses that the store puts a great deal of time and effort into the design of the windows. Reference materials from all the international retail centers like New York, Tokyo and Paris are meticulously collected. Employees then compile, translate and edit the materials into guide booklets that are used for that particular display. Each employee involved in window displays must attend weekly meetings and take tests on the design materials. As Miss Hsu puts it, display windows present a visual offering of current trends and fashions.
Lan Kuo-ping is the creative design force behind the window displays of Taiwan's largest department store, Asiaworld. Mr. Lan feels that it is important to be innovative and sensitive to the needs of the consumer public. The designer must create a display that will attract their attention and yet be able to form an identifiable impression. This year during the Chinese New Year's season (February), Mr. Lan scored a popular success with his window designs. He fashioned festive scenes which drew the attention of shoppers.
The Evergreen Department Store has added a new dimension to the display window. Designers at the store feel the big show windows isolate the shopper from the store. Therefore they have taken the display out of the window and brought it into the store. This way, they feel, the consumer can get a closer look and feel for the promotional idea. Unusual glass display cases are placed at floor level and are open to the public to go in and examine. Store personnel like to compare this innovation to the difference between movies and the stage. Movies tend to retain a sense of distance while the stage brings the audience into close emotional contact with the performers. Likewise interior floor exhibits bring the consumer to the product.
While the domestic use of display windows is growing, they still lag behind other areas. Designers like Ling Ming-sheng suggest that further development can come through independent design consulting studios, adding a greater number of design classes in art schools and allowing students to go to department stores for practical training.
Most important, however, windows should not only reflect an artistic element, they should act as a reflection of the high standards of quality and service the store wishes to project.
[Picture Caption]
1. Canvas and urns enhance the adventurous flavor of this window display. Mannequins outfitted in loose peasant dress complete the scene's romantic mood. 2. Simplicity of design coupled with clever lighting help attract viewers' attention to this stylish summer scene.
1. Photography studios frequently appeal to young women's fantasies with romantic wedding displays. 2. The majority of summer window displays use bathing suits as their main promotional product. 3. Framed in black, the double coin window design with its calligraphic message (at top) expresses the traditional wish for prosperity and fortune.
1. A small window display of men's articles. 2. The sun hat and clean, light background colors embellish this display of summer make-up products. 3. An interesting window display of posters. 4. A new wave men's clothing shop uses romantic posters and a traditional park setting to set the mood for this window display of new romance.
1. A window display featuring hot pots uses a delectable food arrangement to attract the attention of window shoppers. 2. A window display with no backdrop allows pedestrians a direct look into the store itself. 3. A decorative display of adorable dolls and stuffed animals at a cake shop is appealing to young children.
1. The auspicious color red is often the design theme for New Year's window displays. 2. Christmas trees are often the central theme for colorful Christmas displays. 3. The traditional flavor of Chinese weddings is captured in this window display at a wedding service shop. 4. Simple in design, this shoe display uses the striking red color to attract the eye's attention. 5. The clever use of having the shoes walk up the wall is one method of display that catches the eye of the window shopper.
2. Simplicity of design coupled with clever lighting help attract viewers' attention to this stylish summer scene.
1. Photography studios frequently appeal to young women's fantasies with romantic wedding displays.
2. The majority of summer window displays use bathing suits as their main promotional product.
3. Framed in black, the double coin window design with its calligraphic message （at top） expresses the traditional wish for prosperity and fortune.
1. A small window display of men's articles.
2. The sun hat and clean, light background colors embellish this display of summer make-up products.
3. An interesting window display of posters.
4. A new wave men's clothing shop uses romantic posters and a traditional park setting to set the mood for this window display of new romance.
1. A window display featuring hot pots uses a delectable food arrangement to attract the attention of window shoppers.
2. A window display with no backdrop allows pedestrians a direct look into the store itself.
3. A decorative display of adorable dolls and stuffed animals at a cake shop is appealing to young children.
1. The auspicious color red is often the design theme for New Year's window displays.
2. Christmas trees are often the central theme for colorful Christmas displays.
3. The traditional flavor of Chinese weddings is captured in this window display at a wedding service shop.
4. Simple in design, this shoe display uses the striking red color to attract the eye's attention.
5. The clever use of having the shoes walk up the wall is one method of display that catches the eye of the window shopper.
