The art of making a luxury window

The art of making a luxury window

Attracting new consumers into a store is an art luxury brands have come to master.

In fact, they spend incredible amounts of money to improve their visual merchandising, which includes store image, storefront store, interior store, layout and interior displays.

All these elements are meticulously thought and built, for they represent the brand and catch the eye of consumers.


One of these elements, the storefront, is the very first thing a consumer see of a boutique, and more particularly the shop window.

For that specific reason, a window needs elements that reflect the store’s signature: personal, original and recognizable.


In fact, the window acts as a silent salesperson as it sets the look and the image of the shop. In less than 10 seconds, it must attract attention, give away the brand and what it sells.

The essential goal of a shop window is to draw customers into the store through visual appeal, physical convenience and boost the sales of the brand.


It exists several window designs that allow many variations and creativity from the brands:

  •         Angled windows
  •         Parallel to sidewalk windows
  •         Corner windows
  •         Enclosed windows
  •         Open back windows
  •         Half – open windows
  •         Arcades windows
  •         Windowless windows
  •         Live windows and demo windows
  •         Circular windows
  •         Shadow box windows
  •         Interactive windows
  •         Islands windows


Brands give a particular attention to their windows and are careful with what they display.

In fact, the windows must show the products sold in store, but they also need to convey a bit of the brand’s history, its values, its personality, its current campaign…

Windows are a way to stand out and make a difference from all the other luxury brands that exist on the market. They are actually a window into the brand’s history, DNA and personality.



Margaux Bogdan

Related Post