So much of my Christmas shopping is done sitting at my computer and clicking away. What's the point in going to the store and fighting the crowds? As I strolled down New York City's Fifth Avenue during last year's holiday season, I was struck by how the store windows enchanted me, calling me to pause and take a look. Accustomed to suburban mall shops like The Gap displaying the standard photo of ridiculously photogenic people wearing the brand, these New York department stores seemed like an entirely different league to me. Clever tableaux, striking visuals and 3D projections extending up the entire height of the building transformed the windows into an artform, not just an advertisement for the store.
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| Snow White drawn to the apple carts and bright lights of Broadway. |
Last year, Saks Fifth Avenue went back to its roots and paid homage to the Roaring Twenties, the decade the store got its start, and to the city where it all began. Fairy tales were given an Art Deco in the Big Apple twist. I'm not sure if
anything in the windows were actually sold inside the store, but the images were enough to keep me from walking blithely past without a glance. That must certainly be the first step in attracting customers.
