The World of Window Displays.

My first point of research came when a day before my second tutorial, I went to the library and stumbled across a book that became my initial source of inspiration. It gave my project a direction and the tangible approach which i had been seeking for sometime. It was a book about  shop window design by the renowned window artist for Bergdorf Goodman, Linda Fargo.  

The book introduced me to the cultural phenomenon and art form of shop displays, a space that acts like a stage for consumer goods; perfectly groomed and thought of, vying for the attention of all passerby’s.  I thought they were like views through glass into the fantastic realm of possibilities; a great start for my concept which deals with subliminal spaces and the responses to them. A shop window gives voice to an object, ambiance and concept, incorporating techniques which appeal to human desires whether it is through a narrative, direct communication and acknowledgement or interaction. The aim being: to convert a society of needs into a society of consumerism. 

However, what i liked about Linda Fargo's displays is that she aims to not only sell but is also an artist at heart. She is flamboyant and eclectic, combining the past, the present along with symbols of art and literature to create spaces that move effortlessly between the marvelous and everyday. 

Truly inspirational !! 

Here are some examples of her work which i found really interesting

NARCISO RODRIGUEZ (FALL 2000)
TOAST SCULPTURE BY DAVID HOEY

The above display was done in collaboration with the sculptor David Hoey. I love the idea of incorporating an actual sculpture within a window display, giving a whole new meaning to what was being projected. The sculpture suggests through its unconventional usage of material that a piece of art whether it be a window display or a painting does not need to conform to traditional materials like paint, plaster, clay etc. The sculpture creates interest for the passerby by using something as mundane as toast to create an eye catching background to designer clothes ( note: no two pieces of toast are the same) and suggests the notion of possibilities in everyday life. 

"REBEL" John Galliano (FALL, 1997)

In this one the clever and naughty usage of language and props is particularly interesting. There are certain objects, colours and expressions in our lives which can recall certain emotions in us. The usage of old books evokes nostalgia, fond memories, security, young students and thus is a more appealing background to the slogan. The graphitti font and the colour red denotes youth, energy, passion and an expression of defiance and artistic freedom. Hence, providing the drive needed to communicate a sense of street culture through the display and complement the idea behind the clothes. I especially like the fact that the books have been cut out to fit in certain objects like a pack of Marlboros (cigarettes being the universal symbol of non conformists) to build a narrative. 

ISSEY MIYAKE, ARTIST SERIES FOR PLEATS PLEASE (1996)

GEOFFREY BEENE (SPRING, 1998)

  

Again clever usage of props in both the pictures. The bold usage of colour and strategically placed mannequins in the first picture is attention grabbing reminiscent of pleats in a theatrical manner.In the second one, the installation with the shopping bags is a clever move as it looks like a design at first glance but subtly suggests to the passerby to shop. 

"LAUGH TILL YOU CRY" RESOLUTIONS AND AFFIRMATIONS
- ROBERTO CAVALLI (HOLIDAY 2002)
GLASS SCULPTURE BY GRAHAM CALDWELL 

Another collaboration with a sculptor, this display is sparkling, glistening and projects a sense of liberation. The perfectly shaped raindrops remind the viewer of 'tears' and of the fact that tears, when freely flown can give us the same freedom as running barefoot and umbrellaless in the rain. The display is beautiful, dramatic and has the capacity to move the person observing to magical thoughts and realms. 

MATTHEW WILLIAMSON (1999)

This display, in my opinion, is one of the most etherial out of them all. Its poetic and evocative of so many emotions and feelings. Like a painting, it lets the observer decide for themselves what context its been put together in. To quote the author herself and i think she did a really good job in summing it up: 

"As a brilliant light breaks through suddenly opened doors and windows, what escapes is not light at all but an Escher-like positive/negative pattern of butterflies mimicking light and air itself"

HALSTON SIGNATURE COLLECTION (1999)

Moody, shimmering and driven by unpredictable forces of nature is what this displays communicates. Beautiful usage of props, excellent lighting and placement. The display reminds one of a theatre set, so real and dramatic that it literally breaks the boundaries between the actual sidewalk and the one created within the display. 

The first display out of the above two was for the New Years celebration and the most interesting thing that i found about it was the fact that it is not restricted to the stereotypical images related to New Years. Instead, the display is like an archive of cultural debris and artifacts from almost two thousand years of human endeavors. It calls upon the sense of achievement and history present in all human beings and brings it forth on the day the whole year is wrapped up. Amazing usage and placement of props considering that so much has been encompassed within just one display. If observed closely the items include everything from the Bible, busts of tyrants, politicians, kings and philosophers to a Bart Simpson doll, Pinocchio and Elvis. From gramophones, phonographs side by side CD's, cell phones and other modern technological wonders, the display chaotically captured it all in one single frame. Its fascinating, contradictory and very appropriately titled; 'Time Sensitive Materials'.

INTERNATIONAL FURNITURE FAIR, PLEATS PLEASE ARTIST SERIES,
ISSEY MIYAKE (1998)

Minimalist, pure and surreal is how i would describe the display above. I love the way two dimensional images are correlated with the three dimensional forms to build a narrative. Its more like an installation than a window display. 

"FRIENDS" TOCCA (FALL, 1999)

  

This display uses the technique of photomontage to create a background but instead of choosing random images or models, the subjects were chosen from inside the store; cashiers, salesgirls and buyers. I put this picture up because i thought that the idea of choosing real models from the store was a different and made the normal women coming to buy the clothes feel more glamourous. 

DAVID HOEY DOES DALI

Last but not the least, my personal favorite display in the entire book. It's simple, effective, interesting and communicates with the concept perfectly. The display was done as a tribute to Dali and is as startling as Dali himself, love it !!. 


Reference:
Fargo, L.,2002. Windows from Bergdorf Goodman Dreams Through the Glass. New York: Assouline.