VMSD - February 2014 - (Page 22)

It's a Wrap 2013's holidays windows forgo bulbs and baubles for wonder and whimsy. By Carly Hagedon, Assistant Editor This past holiday season, retailers shared personalized stories and dismissed cookie-cutter displays, meaning less "commercial" themes (think trees, baubles and Santa) and more planning outside-the-gift-box. Uniqlo's windows on Fifth Avenue, "Unwrapping the Warmth," featured a stop-motion video with products being folded, wrapped and then reopened by the receiver: a narrative without typical imagery. "Before, a lot of [windows] were decoration-driven," Mihee Yi, global visual merchandising director, Uniqlo (Tokyo), says. "[Retailers are now] making their own story, but they want to be 22 February 2014 | vmsd.com careful to not be too commercial. They want to handle their own branding and make up a story to explain it." Though traditional themes persisted, they featured twists. "There was a play on exaggerated scale, integration of digital and a futuristic take on the winter season," Frankie Yap, vp of visual merchandising, Ann Taylor Stores (New York), says. Ann Taylor's windows on Fifth Avenue were reminiscent of holiday wish lists; one featured a mannequin posed near a Christmas tree formed from envelopes. Macy's Herald Square, for another example, added interactive elements, like a playful snow http://www.vmsd.com

Table of Contents for the Digital Edition of VMSD - February 2014

VMSD - February 2014
CONTENTS
FROM THE EDITOR
VMSD EDITORIAL ADVISORY BOARD
THE GOODS
DESERT OASIS
MIXED MESSAGES
IT’S A WRAP
YOUNG, QUIRKY AND COLORFUL
HUNTING FOR THE PERFECT EXPERIENCE
SHOWROOM
AD INDEX
CHECKING OUT

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