Do you want to prepare your store for the upcoming New Year holidays? Do you want to attract the attention of customers, set a high mood and increase sales growth?

Then you need New Year's decoration of shop windows and product displays!

We offer New Year's decorations for store windows, restaurants, boutiques, salons, and trade pavilions. Our designers will determine exactly what kind of design your showcases require, prepare a concept for decorating glass and filling the interior space, and implement it in practice - they will produce and install the decor.

Our New Year's window display services:

A beautifully designed showcase is a kind of “motivator” and “invitation” for a passing person to enter a store or cafe, even though he may not have even planned this in advance. Therefore, it is extremely important to approach the process of decorating shop windows and shopping centers from a professional point of view - low-quality handmade work will most likely scare away potential customers and create a negative reputation for the store.

In New Year's window display, we use both classic New Year's decor and the author's catchy and bold ideas of our decorators, which will create a fabulous winter atmosphere, a festive mood and pleasure from choosing and buying gifts.

We will select for you the necessary New Year paraphernalia, designer decorations, graphic design and much more, depending on your wishes. See the main work options:

Examples of shop window decoration work:

Showcase design options

The right storefront or salon takes on several functions at once: attracts attention, promotes goods and services, informs about discounts, promotions, specials. proposals. Even a small display space can be properly organized, focusing not only on the brightness of the New Year's decor, but also on the details - using a plot composition, an unusual display of goods, etc. The main types of our work:

One of the main options for holiday window decoration that is worth paying attention to is the classic design, which involves decorating the glass and the space between the windows.

Various applications in the form of stars, snowflakes, short wishes and various inscriptions are applied to the glass structure.

To decorate the interior space of the display cases, New Year's elements such as bright gift boxes with bows and ribbons, figures of the Snow Maiden, Father Frost and other fairy-tale characters, and a stylishly decorated Christmas tree are used.

Lighting decor for windows and showcases

Winter window decoration implies the obligatory presence of New Year's illumination in the decor.

LED lighting helps not only to present your product in an original way, but also to effectively flood the space with light, resulting in a bright and impressive façade.

Lighting design made using festive garlands, flexible neon, ready-made LED inscriptions or luminous figures is an effective way to attract customers and increase store profit growth.

Winter window decoration for the New Year can be done using installations and original decorations based on individual sketches.

In their work, our decorators can be guided both by their own imagination in combination with modern trends, and by the wishes of the owner of the retail space.

A designer installation can be presented as a separate New Year's scene or simple designer decorations.

Unusual exhibitions that immediately catch the eye will not remain in the shadows and will be appreciated not only by visitors to the establishment, but also by competitors.

New Year's floral compositions

For those who want to distinguish themselves, we suggest using floral arrangements in the New Year's display window decoration.

Complex combinations of fresh or artificial flowers, fir branches and various eye-catching accessories will make your store window extraordinary and different from others.

Floral decor will add New Year's coziness to the retail space and will attract buyers with its warmth and sophistication.

In combination with decorative illumination, a floral design option will turn your window into a fairy-tale looking glass, where everyone dreams of going.

A simple, but at the same time stylish option for decorating windows and shop windows is decorating using fabrics.

Our designers have prepared many ideas for decorating with fabrics - using soft, airy lace they will envelop the window display in festive warmth, and using snow-white or metallic material they will turn the space into a snow-covered meadow or an abstract composition.

The store's windows, draped with luxurious backlit fabrics, will certainly not go unnoticed, attracting passers-by with their mysterious glow.

Professional designers and decorators will help not only to effectively design the display window, but also to take care of the display of the product to ensure its maximum salability.

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The turnover of an average retail store in December is about 200% of the sales volume of the previous month. In January, buyer activity decreases slightly, but, nevertheless, retailers collect 30% more revenue than in the autumn months. This year, the numbers will likely be less impressive, and the market for New Year's deals will be even more competitive. How not to go unnoticed in the festive tinsel? Visual merchandising experts know how to attract customers to your store.

Once upon a time in Moscow there was an unspoken rule for window dressing - a Christmas tree in every window! They say that such an order came from the ex-mayor of the capital. In Europe, hardly anyone gave such instructions, however, general trends were visible there: all stores mercilessly replicated images of Santa. Today, holiday displays are not just Christmas trees, lanterns and plastic grandfathers with cotton beards. These are whole stories, “deliciously” told through designer finds. Unconventional solutions turn an ordinary shop window into a real “through the looking glass”, into which every passer-by dreams of entering.

In English there is even an expression “go window-shopping”, which means walking specifically for the purpose of window shopping. But this phrase also has a deeper marketing meaning: it reflects how much a display window influences a customer’s decision to buy something in that store. According to American visual merchandising specialist Linda Kahan: “Window displays require significant effort from store owners, but they must always remember three things:

• Showcases work much better than direct advertising;
• A successful showcase is not always the most expensive;
• What’s on display in the window may be completely different from what’s sold in the store!”

It is the desire to attract as many customers as possible to their counters that forces retailers to resort to unthinkable ideas. And the main “weapon” for winning over the public, of course, is shop windows. They are the first to remind consumers that Christmas and New Year are approaching. They create a mood and control consumer behavior, involving customers in the overall festive atmosphere and provoking impulse purchases. The famous Parisian store Printemps, famous throughout the world for its stunning compositions, has become a classic of the New Year window display genre. And this is not surprising. “New Year's holidays are a very important period for us, since the beginning of the 20th century we attract the maximum number of customers at this time and earn 20-25% of annual revenue, so our windows are truly fantastic,” says Printemps store general director Pierre Pellarey.

On your marks!

When should New Year's paraphernalia appear in store windows? In our country, holiday decorations begin no later than the first half of November. As a rule, street retailers receive instructions from municipal authorities to decorate their facades no later than the 15th. But in some shopping centers, registration is delayed until December 1st. The change of scenery takes place no later than January 15th.

But the registration is preceded by a long preparation. British visual merchandising expert Kate Winsley says that leading market players begin developing and discussing ideas 14 months before installation! Of course, such deadlines in our country can only be observed by large shopping centers. Small retail starts preparing for the holidays no earlier than September. The annual change of exhibition is an additional cost item. And many retailers purchase decorative elements and materials with the expectation of repeated use. But changes in the design concept, even with old equipment, cannot be avoided.

Especially in street retail: you cannot count on the help of a developer, it is much more difficult for you to attract the attention of buyers and stand out from a number of competitors. If your neighbors are in no hurry to decorate their windows for the New Year, according to merchandising experts, you should not follow them, otherwise you will miss the opportunity to increase sales during the busy season.

Analyze it!

Regardless of the season, it is worth considering the fact that shoe stores are suitable for product and emotional displays, that is, the entire composition is built around a priority seasonal product. So design plans should begin with a thorough sales analysis. Firstly, it is necessary to study the sales experience of previous seasons: which models “sold” best at this time? Which ones had the maximum margin, and which ones gave a small profit? It is important to take into account the trends of the season. Compare all the data with which of these models were displayed in windows in past seasons and how this “worked” to increase conversion in the store. If you thoroughly study all the indicators, you will get an accurate understanding of the behavioral characteristics of your target audience - what they want to buy and in what quantity.

Trends and popular stories

Window decoration, just like fashion, has its own trends and seasonal trends. For example, the WGSN agency has been forecasting trends in both fashion and merchandising for the past 16 years. The company studies hundreds of storefronts around the world each year to identify decor trends, identify major storylines and set the direction for the next holiday season. Thus, in 2013, merchandisers worked within five main themes. Other agencies are working in the same direction. In 2013, merchandisers worked within five main themes.

"Bright 80s". A return to the fashion of the 80s is also found in window concepts. There were a lot of rich colors and bright decorative elements, neon lights and animal prints.

"Disney Tales". Theatrical, fantasy windows that refer us to the plots of old fairy tales are a trend in which leading retailers such as Harrods and Printemps have been working for several years.

"Glamour and Grace Kelly." The release of the film "The Great Gatsby" provoked a new wave of interest in the aesthetics of the 20s. Following the trend, many retailers presented sophisticated and laconic holiday displays, not overloaded with details and unnecessary decor.

"Graphic arts". Along with the development of new technologies, there is a shift in design priorities towards simplicity and naturalness. Available materials - paper and cardboard - become the main elements of decor: both simple flat paintings and voluminous futuristic compositions are created from them.

"Jungle". This is real exoticism with its characteristic deliberate overload: an abundance of gold and shades of green with bright splashes of red and blue elements. There are a lot of floral elements - huge paper flowers and floral and plant ornaments. A complex trend that is not easy to work in without proper experience.

Of course, such trends are not a guide to action, but only material for thought. Competing with monsters with million-dollar merchandising budgets is quite difficult. Moreover, in small companies, amid the ongoing crisis, marketing budgets are the first to be cut. But the most important rule to consider when developing a concept is the “call to action.” Your holiday display should not only be beautiful, its main task is to lure consumers into the store. In addition, it should be designed taking into account the target audience of the store. “How often can you come across New Year’s displays that do not attract, but rather repel a potential buyer. Cheerful dancing Santa Clauses or some kind of disco tinsel decorate a store that sells goods designed for a wealthy adult audience! This is unacceptable,” comments Marina Polkovnikova.

7 rules for an effective showcase

Color. Helps convey the mood and emotions of the holiday. In the design of New Year's windows, as a rule, they resort to traditional colors that are strongly associated with this time of year - snow-white, pine-green, shimmering gold.

Balance. It is very important to achieve balance in the arrangement of goods and design elements; in this case, the components of the composition are equal in terms of optical perception. There are two main types of composition: asymmetrical (informal) and symmetrical (formal) balance.

Focus. The showcase should have a focal point where the eye instinctively stops when viewing the display from the street. In large showcases, sometimes one focal point is not enough and then you have to create several. However, their number should not exceed 3-4.

American visual merchandising specialist Linda Kahan: “It’s best when the focal point is just below the eye level line and slightly off center. The eye can then be directed throughout the display to other products. You should always view a storefront from the street to determine where the main focal point should be. The flow of passersby also influences how people look at a storefront. If most pedestrians approach the storefront from the left, then the composition should face to the left. When decorating shop windows, it is unwise to place the main products against the side walls, leaving a lot of empty space in the display window...”

Lighting. As a rule, lighting focuses the buyer's attention on the focal point of the composition. The lighting standard for shop windows on normal days is about 1500 lux, but during the holiday period you can exceed this threshold by equipping the shop window with metal halide spotlights and garlands.

Layout. There is an unshakable rule here: “Less is better.” Don't try to put all the best products on display. A clutter of objects is much worse than elegant simplicity. There are several classic layout options:

- in the form of a pyramid (triangle): the idea is that the racks and products form a pyramid together. This is a proven way of arranging products so that the eye first focuses on one main point and then moves to other surrounding focal points. The pyramid also fixes the eye on the highlighted main product.

- repeating layout: This is a way of placing goods when decorating a trade display, when items are grouped in similar “blocks”. “It makes the display easier to see,” says Linda Kahan. - True, in this case the buyer can easily lose the focal point inside the display case. The center pillar won't be a focal point if it doesn't stand out enough to attract attention. For example, one of the mannequins can be made more colorful and eye-catching to attract the buyer’s eye to the window.” To create a powerful composition, the American specialist recommends using many identical products.

Distance. When designing shop windows, it is necessary to take into account the distance to the pedestrian. “If there is some distance between the pedestrian and the storefront, for example, a strip of landscaping more than 2 m wide, then it is necessary to artistically fill the entire space of the storefront,” advises Armen Kanayan, head of the planning and design department of Union-Standard Consulting. “If passers-by find themselves close to the display case, then you need to pay special attention to the middle of the lower part - psychologists say that this area receives about 10 times more attention than the rest...” As you can see, spectacular and effective display cases are created by experienced professionals who take everything into account design rules that have been created over many years.

Size of objects. Here you need to take into account the location of the store. If it is located on a busy street, then it is important for you to attract the attention of not only pedestrians, but also drivers to the store. In this case, it is important to place a large item in the display case. When viewed from afar, it is primarily large inscriptions and objects that stand out.

Once you've finished decorating, don't forget to take a photo of the display. Next season, these photographic materials will form the basis for analyzing sales during the holiday period and will help analyze and work through the mistakes made in order to prevent them from happening again and again.

Zoning and decorating

The owners of the merchandising company InternationalVisual, Linda Murray and Phil Hill, are sure that there are several simple techniques for decorating window displays in fashion retail that are applicable to any store.

Conventionally divide the display case into 3 zones – background (backdrop), mid ground (central part) and foreground (outer surface, that is, glass).

Backdrop– this is the wall of the showcase itself. If the showcase and the store space are not separated by a solid wall, it can be created using lightweight portable panels or directly using New Year's decor - hanging elements. To create a New Year's window display, the backdrop is very important, as it is the background for your composition. You can repaint a standard wall or cover it with a film with a selected pattern.

central part- This is the most important space that you need to use to promote your products. This is where you will place mannequins or mobile structures on which the product will be presented.

Showcase front- This is glass itself, which can be used to create depth and perspective of the entire display case. Various stickers are used for this. It is very important that such decor supports the entire composition as a whole and only enhances the impact of the artistic image on buyers.

To make your idea a success, remember the following rules for creating a showcase:

1. Start with a clean slate. Before you start creating a new showcase, you should completely clear it of previous design elements!
2. Determine the focus of the display case, think about where and what item will be placed.
3. Start adding decorative elements. Continue to “play” with them until you are absolutely sure that they are in the right place. After the entire project is completed, it will be much more difficult to adjust anything (it’s like with a cake - before you cool it, you need to bake it well).
4. Keep it simple, don't try to tell too many stories in one display case.
5. Select products to display in your window that work together in terms of style, color and can complement each other in your wardrobe.
6. Build compositions by “fitting” them into a regular or right triangle, or use the principle of repeating identical compositions.
7. Display products that best represent your store. Strive to show off your best product.
8. Make sure that the clothes in the window are perfectly ironed and the shoes are polished to a shine.
9. Remember the rule: “Less is better!” In the case of window dressing, it always works.

You should also not ignore the following points:

1. Make sure that the lighting is adjusted correctly: the main beam of light is directed to the center of the composition and helps to advantageously present your product.
2. Price tags and POS materials are made carefully and do not stand out from the overall composition.
3. Check that auxiliary equipment (fasteners, etc.) are not visible.
4. The floor and any reflective surfaces are clean and polished to a shine.
5. Check the display case every day to make sure nothing has fallen and all decorative elements are in good condition.

Last year, Bloomingdale's had huge gift bags with different designs in their windows. When a person came close to the display case, the packages slowly opened and the drawing that was outside “came to life”: Santa Claus began to dance with a deer, children danced in a circle, etc. And the Bloomingdale's window was truly interactive. If you get very close to it and look at a special sensor, then you were photographed by a special camera and your photo was posted on the department store’s corporate Facebook page.

Ideas for inspiration

This month, as part of the International Exhibition of Decorative and Technical Lighting, Electrical Engineering and Building Automation Interlight Moscow powered by Light + Building, for the first time, the “Street of New Year's Window Shops” competition will be held for the best design project for a window display in the New Year's style. It is already known that out of 18 works submitted to the competition, 8 finalists were selected. The designers presented sketches of the design of not only fashion stores, but also food retail. We will find out which project the competent jury recognizes as the best very soon (look for the report on the pages of our publication), but for now let’s be inspired by the best ideas of past New Year’s seasons.

Unusual Christmas trees. Of course, the Christmas tree is the most commonly read New Year's attribute. Direct association with New Year's holidays. And although today there are no obligations to use it in window dressing, you can use this symbol of the New Year in a very original way. For example, hang toys-shoes on a cone-shaped frame. Or, as Tommy Hilfiger did in one of the seasons, decorate the windows and store with “Christmas trees” collected from empty plastic bottles. Often, it is enough to make a pyramid out of cubes and shelves and place “toy” goods on it in order to comply with the New Year’s theme and create an original composition.

Gigantomania. A giant tube of lipstick, a huge clutch or a shoe - such a design will be visible from afar, and most importantly, it will accurately place accents. Shoe designer Charlotte Olimpia's store window displayed a giant slipper that looked like a sled sliding down an ice slide. And in the YSL window there is a huge gold clutch dusted with snow.

Kinetics. Increasingly, window display artists are using moving objects in their work. Such mechanical elements, according to experts, are very appropriate in New Year’s decorations. Moreover, it is not necessary to be like Harrods, in the windows of which trains “move” and the wheels of a huge clockwork spin; sometimes, it is enough to find one simple and easily implemented idea. For example, place a wind blower in a window that will create the illusion of movement: effectively blowing up a skirt on a mannequin, or driving artificial snow.

Commodity compositions. In the windows of the John Lewis store, even at Christmas, you can only see the goods presented on its shelves - cutlery, household utensils... But its festive windows are recognized year after year as the most original! Why? Designers create entire compositions from products: they assemble figurines of deer from brushes, and fabulous birds from knives. No additional expenses! At the last GDS exhibition, designers made huge flowers out of colorful shoes - it looked really beautiful!

New Year's Marketing

So, the change of scenery in retail occurs in mid-November, while the main discount season occurs at the end of December - beginning of January. Many shopping centers oblige tenants to keep New Year's window decorations until January 14th. Thus, the retailer is faced with the task of making the window display not only festive, but also commercially profitable by announcing the size of the discount provided. Experts recommend making adjustments to the design of the display case, dividing it in half: leaving part of the exhibition with New Year's paraphernalia, the second - giving it to POS materials informing about discounts. Experts consider the optimal option to be the initial introduction of elements into the design that will help you place POS materials at the right time without violating the overall idea of ​​the holiday design.

Experts believe that discounts are not the only way to increase sales during the New Year period. Additional promotions, competitions, unique offers - all this works not only for the average bill, but also for the store’s image.

- Pos-materials with tips. Even strict savings will not force the majority of Russians to give up buying gifts for themselves and their loved ones. Help them make a choice! Place leaflets with useful tips next to the product. This is an added value that won't cost you a lot of money but will give the consumer a feeling of being taken care of.

- Mix and match. Try combining small items, for example, accessories into groups and announce a promotion - “buy 3, get the fourth one free.”

- Announce a competition. On New Year's Day, everyone is waiting for gifts, even those who themselves decided to save on this expense item! Hold a competition among buyers using social networks. This way, you will start a “conversation” with your customers.

- Holiday party. In the current climate, there will be significantly fewer corporate events and New Year's parties than usual. But no one has canceled the holiday, which means you have a unique opportunity to become a generator of a great mood. Invite customers who are truly loyal to the store and regularly shop with you

WINTER PALETTE

color trends in merchandising

According to experts from the British merchandising agency SFD, color is the first thing a designer should think about when working on creating a New Year's window display, since it is with it that human emotions are inextricably linked. The color white, strongly associated with winter, should not become a serious limiter of creative thought.

Color schemes or a series of color combinations - palettes - will become the basis for developing a sketch for a holiday window display. One of the best sources of inspiration when it comes to creating a palette is nature itself, whose colors naturally attract people's attention. The SFD company offers its own development of color palettes for the design of winter window displays.

Natural colors in winter are usually muted tones. Snow covering the ground minimizes visual clutter, creating an almost monotonous canvas. It acts like a white mist, casting a translucent veil over all colors, thereby dulling their brightness. The winter palette is formed preferably by cold tones - violet dominates instead of blue, frosty scarlet dominates instead of red.

Winter shades should not be monotonous. By spicing up the muted colors of the palette with bright accents, you can create a more interesting design.

50 shades of grey

Remember a metal lattice or a fence covered with snow? In this picture, there is not just one shade of gray – but dozens! The combination of various cool shades creates a calm color palette that will serve as an excellent backdrop for any decoration. According to SFD designers, this color scheme can be used to create minimalist designs.

frosty berry

The image of a red berry covered in a thin layer of brittle ice is a very seasonal image. Here we work on contrast: pure white harmonizes perfectly with bright red.

Winter evening

The soft purples and soft pinks of the sunset sky combined with the dark silhouettes of mountains and trees create a very calm color palette. Unlike in summer, when at sunset the sky appears bright orange, in winter twilight colors the horizon in shades of blue - from blue to gray-violet. This palette is very feminine, and is ideal for decorating stores for young girls.

Cold sunsets

Tinted with soft pink hues coming from the setting sun, the winter sky produces soft brown colors. This palette consists of soft pastel colors that are suitable for projects that require a muted background.

Flowers in the snow

Apple blossoms or cherry buds caught by surprise by late spring snow are a picture from the future that can become inspiration for the present day. This palette contains incredibly delicate tones - from light gray to coral scarlet.

Sparkling snow

In the rays of the dawn sun, the snow shimmers with thousands of shades of gold - from delicate almost lemon to rich yellow-sand. A palette that is strongly associated with the holiday.

snowy road

A winter road, with a line of trees frozen along the sides, paints a palette that is calm and familiar to the eye - from asphalt gray to transparent blue. These colors are considered very pleasant and not irritating to the eyes. The ideal palette for the simplest and most complex New Year's designs.

Frost and thistles

Fluffy caps of snow on top of the fluffy pods of a frost-tolerant plant... This almost monochrome color palette is perfect for a minimalist design. Similar color schemes often form the basis of the entire concept of the store and the company’s brand.

Tire tracks in the snow

The deep tread mark on the snow, the blue horizon and spiky fir trees in the perspective create a color contrast that is not pronounced, but rather soft. A winter palette that will help you create a real, fabulous showcase.

THE MASTER'S CASE IS AFRAID

tips for New Year's window display

Leading Russian merchandisers told Shoes Report which New Year displays are worthy of imitation, and which should be forgotten like a bad dream.

Questions for the experts:

1. New Year's holidays coincide with the sales season, how to decorate a window so that it is festive and commercial at the same time?
2. Give an example of the most successful design, in your opinion. What attracted you to this showcase?
3. What mistakes are most often made when decorating New Year's window displays?
4. What's trending in holiday decor today? What materials?
5. Is there a difference in the design of window displays of a street store and a point in a shopping center?
6. Can a New Year's display be budget-friendly?

- editor-in-chief of the information project “VITRINISTIKA.RU”, consultant in the field of visual merchandising, specializing in window dressing and interior decoration of stores.

1. The most interesting are the story windows, which have some kind of story. The plot (the theme of the window) can be anything: “vacation”, some kind of “fairy tale”, “party”, “winter sports”, etc. Appropriate images are selected for the theme - associations, which are then embodied in the window by window decorators. When developing a design, you can plan the appearance of information blocks in the window, informing about a sale, for example. The designer’s task is to correctly arrange all the material in terms of composition.
2. Lately, my favorite shoe store has been the “TOD’s” display case. First of all, color works in it and attracts attention. Then the form catches you - understandable and at the same time very original due to its understatement. The showcase is great!
3. The most common mistake is the desire of store owners to show as clearly and on a large scale as possible that there is some kind of promotion in their store. Of course, we all tend to pay attention to “profitable” offers, but we believe them less and less. In this sense, it is much more effective to attract the attention of passers-by not with banners in half of the “-50%” window, but with an interesting window design from a design point of view.
4. Nowadays the use of paper in window decoration is incredibly popular.
5. It depends on what you call budget. If the owner of a store with a glass window area of ​​5-6 square meters expects to spend 5 thousand rubles on decoration, as they say, God help him! You have to pay for the design. Especially for a good and effective one.
6. There is a definite difference. Firstly, from the point of view of flow, who the display window is designed for: in a shopping center it is always “passers-by”, in street retail it is very often “motorists”. Secondly, from the point of view of lighting: street storefronts should be brighter so that they can be seen during the day; there is no escape from daylight.

- founder and CEO of the VMC-Retail agency, consultant on visual merchandising, window dressing and store design.
www.vmcretail.com

1. Not all brands skillfully combine sales and the new year. But there are successful projects. For example, a couple of years ago, one of the well-known fashion retailers used the style of the 20s in the plot of their holiday window display: mannequins in evening dresses, golden New Year's balls, and in the center of the composition - a spectacular expensive baguette, in which a POS poster announcing a discount was inscribed. . Everything turned out surprisingly harmoniously - they conveyed the holiday mood and conveyed important information about the discount.
2. I remember an interesting and not the most expensive project to implement: the display window was decorated with tear-off calendars, they were distributed over the entire area of ​​the display window. And everyone provided certain information - the size of the discount, congratulations on the New Year. Shoes were placed in the center. Let me remind you that there must be goods in the New Year's window. It is best to assemble a composition not only from shoe models, but also accessories, thus demonstrating the entire assortment of your store.
3. Lately, Econika stores have been offering interesting design solutions, and the Mascotte mesh has also come up. If we talk about global retail, the most striking example of a perfectly executed New Year's theme can be the Moschino windows, when the mannequins wore dresses with skirts made of Christmas tree branches.
4. The worst idea is to display an ordinary plastic Christmas tree in a display window or “cover” the entire window with ordinary cheap light garlands! Unfortunately, every year a great many of these storefronts appear during the holidays. And it often happens that a retailer, in the process of decorating a window, forgets to take off the summer posters! And against the background of images depicting models in summer dresses and shorts, that same plastic Christmas tree appears.
5. In past seasons there was a lot of color: some retailers decorated their windows, keeping all the decor in a single shade - purple, yellow. Merchandisers used an incredible amount of floral and animalistic elements. Analyzing the trends of past seasons, we can predict the coming one: animal figurines will be used in large quantities when decorating shop windows, especially the symbol of 2015 - the sheep. Just like last year, when retailers exploited the image of a horse. It is important to skillfully beat this rather hackneyed technique.
   In recent years, original lighting has begun to be used more when decorating shop windows. There are more three-dimensional figures and fewer usual racal stickers.
   A trend that is so popular in Europe as kinetics is still being used ineptly in our country. There are only a few real masters. Among them is St. Petersburg designer Igor Kulimov.
6. The New Year's showcase is the most expensive; the largest budget is allocated for its design. It is difficult to do it without any investment.
7. Undoubtedly. From a perception point of view: a street display should attract the attention of not only passers-by, but also motorists. It should be brighter.

- founder and head of the VM Guru agency, one of the leading expert practitioners of the Russian fashion market in commercial visual merchandising (VM) and store design, author of VM training programs, business coach.

1. Most brands have a multi-phase sale: there is an initial phase, an active phase and a final phase. The presentation of a seasonal collection (in this case, New Year's) in windows may coincide with the initial phase of sales. In this case, it is very important that information messages in one display case do not mix. If a store has two or more showcases, then one, non-priority showcase is allocated for sale. So that the New Year's emotional window does not contain a huge sticker announcing a sale and introducing disharmony into the overall concept of the window. This confuses the buyer and, accordingly, devalues ​​your seasonal product. During active sales, you can announce discounts at the entrance, and not in the store window - they will be visible and at the same time you will not “kill” your New Year’s window. If the store has only one display window and it is decided to inform customers about the sale and at the same time preserve the New Year's design, it is necessary to inform about the maximum amount of the discount on one POS material, and not “litter” the entire display window with stickers “-20%”, “-30%” and etc.
2. As a rule, emotional displays are impressive. In order for a merchandising specialist to retain in his memory information about the concept of a particular last year's window display, it, of course, must be executed in an emotional way. Its task is not to sell a product, but to cut into the subconscious and differentiate itself from competitors. These are, as a rule, showcases of the luxury segment - Hermes and Louis Vuitton brands. They rely on image rather than sales. It’s more difficult to remember the holiday displays of mass market brands. As you know, there are 2 types of commercial showcases: emotional and product-emotional. The latter are aimed specifically at sales. They, of course, also have tasks to express the DNA of the brand and differentiate themselves from competitors, but not all of them cope with them successfully.
3. It is difficult to generalize problems; it is necessary to analyze the errors of each individual project. But in general, I can note that shoe displays are much weaker than those in the clothing segment. Most brands do very little work with a complimentary product. It is important to understand that complementary products, and in our case these are bags and other accessories, when displayed correctly, help sell the main product - shoes. It is very important to work with color; you cannot display black shoes in the window, even if they make up the lion's share of your collection. Weak grouping, poor lighting and lack of concept are the main disadvantages.
4. There are two enduring trends in New Year’s window display – “surrealism” and “the world of fantasy.” As part of these concepts, fairy-tale scenes are recreated in the store windows, and it works flawlessly: everyone is expecting a miracle in the New Year. And another trend is the use of multifaceted, multidimensional surfaces - these are cut mirrors that create 3D effects. Moreover, it is not even glass, but a special plastic that is easily deformed, taking the necessary shapes. This is a very effective material for a New Year's window display.
5. New Year's display cases are the most expensive. They allocate 30 to 40% of the annual window display budget. Yes, low-budget storefronts are possible. Cheap doesn't mean bad. But you need to understand that these are the most important showcases of the year and you need to budget for their design.

The turnover of an average retail store in December is about 200% of the sales volume of the previous month. In January, buyer activity decreases slightly, but, nevertheless...

Printemps

Prada helped decorate the Printemps windows with fairy tales, illuminations and a deer on the big screen. Well, they couldn’t do without the traditional Prada bear - he entertains everyone, sitting surrounded by Christmas trees, sweets and gifts.

Address: 64 boulevard Haussmann

Galeries Lafayette Haussmann

Here we were inspired by Beauty and the Beast. At the same time, the showcases turned out to be interactive, and you can even play with the characters, and music plays there every hour. And in the center of the store there is a mechanical Christmas tree. And thanks to the Swatch company, the magical village at the top of the Christmas tree comes to life and spreads the New Year's mood around.

Address: 40 Boulevard Haussmann

Harrods

Here you can ride on the Christmas Express, each carriage of which is a showcase with one of the latest collections. The themes of luxury and steam locomotives, so dear to British hearts, are revealed especially easily at Christmas, and the spinning wheels enhance the effect of authenticity.

Address: 87-135, Brompton Road

Selfridges

The Wish List theme was worked out here, so the windows included a variety of gifts and iconic objects of desire - from a bottle of tequila and snow globes to fragrances from Viktor & Rolf and Charlotte Olympia shoes.

Address: 400 Oxford Street

Tiffany & Co

A dollhouse happened here - kissing figures, snow-covered houses and sleighs littered with Tiffany boxes.

Address: 25 Old Bond Street

Louis Vuitton

And here they were extravagantly inspired by the ancient game “Lila”, also known as “Snakes and Ladders”. Only instead of snakes there are geese.

Address: 160 New Bond St.

Liberty

The legendary British store pretended that firecrackers exploded in the windows and showered them with all sorts of priceless gifts.

Address: Regent St, London W1B 5AH

Bergdorf Goodman

Here they did not limit themselves to the theme of Christmas and New Year and covered all the nearby holidays - from Thanksgiving to Valentine's Day. At the same time, the mannequins were dressed with royal luxury - for example, Marie Antoinette's boudoir was given to Valentine's Day, and in the New Year's window there is a young lady in an Art Nouveau style dress and a white fur coat.

Address: 754 5th Ave

Saks

And here the Yeti and his snow flakes rule the roost. And from 5 to 10 pm you can watch a small New Year's show.

Address: 611 5th Ave

Lord & Taylor

In honor of the upcoming centenary of the building in which the store is located, they decided to recall the chic New York of that time and immerse it in the atmosphere of anticipation of the holiday. Men in top hats and ladies in feathers waiting for holiday parties, dressed-up children waiting to meet Santa - in general, everything is as it should be.

Address: 424 5th Ave

Henri Bendel

And here is the real fun - the windows were decorated with sculptures based on Al Hirschfeld cartoons. At the same time, they chose iconic characters for New York - like Audrey Hepburn in the role of Holly Golightly or Woody Allen. Also included in the display cases were caricatures by Hirschfeld himself.

Address: 666 Fifth Avenue

The bright, colorful and beloved holiday of the New Year does not come to us immediately beautiful. Joy, fireworks of emotions, amazing impressions are also not born by themselves - all this is created by you and me, people. Enchanted, we write letters to Grandfather Frost, select a festive scenario, cook and set the table as if the Queen of England herself would come to dinner.

But the main thing is the outfits: first we think through our New Year’s costume, then, and, of course, we don’t forget to create an appropriate atmosphere in the room for the occasion. This can be not only an apartment, but also shops, pavilions and other establishments where people gather on holidays.

Shops on New Year's Day

Trade turnover during the Winter holidays increases many times. But for this to happen, you have to try hard: every owner should decorate the store for the New Year. A person really loves beautiful wrappers, and only then figures out what’s inside, so you can only attract customers to your windows and counters with beauty.

If the room allows, you should definitely decorate a green Christmas tree; without it, the New Year is not so festive and beautiful. Your Christmas tree can also stand at the entrance to the store. By the way, about the entrance - it definitely needs to be decorated. The appearance of the room should resemble the plot of a fairy tale, which will attract all passers-by with its beauty and mystery. Decorations for a store can be very different. So, let's begin.

Railing

The railings can be wrapped in tinsel, but it must be soft so that neither the child nor the adult gets hurt. You should also take into account that if the winding of the horizontal railings is tight, someone will be embarrassed to wrinkle it and will not hold on. Therefore, it is imperative to do this at a distance of one or two hands. Vertical bars are more often used by children; the same safety measures are observed here.

Door

Today it is fashionable to hang Christmas wreaths above the entrance to the door, just like in the West. But, it is best if the wreath hangs at eye level, and only tinsel is placed above the entrance. You can either buy this decoration or make it yourself. There are many ways to do this.

New Year's showcases

The inside of street window displays is a whole culture, which even has its own name “New Year's window display”. To decorate them you need to follow several rules:

• Always highlight decorations.
• Do not use cotton wool, it gets dirty quickly.
• Use a mirrored corridor, which enlarges the space, making the latter also incredibly beautiful and mysterious. To do this, mirrors are installed opposite the glass at a slight angle on both sides and in the center. In front of them you can place shiny balls, stars, shiny fabric that will replace your favorite tinsel. The tinsel in the windows gives off a bit of a cheap feel.
• Use all the space: decorate both the bottom and top base, and even the center. To do this, you can use a fishing line, attaching jewelry to it at any distance you need. In order for one fishing line or thread to serve to support something, knots are knitted on it at different levels. You should take a double thread, tie a knot, step back the distance you need, tie a second knot, and so on. Toys or decorations are attached with the help of paper clips and hooks that cling to the gap between the nodes. From a distance it looks like objects are hanging in the air.
• Use beads of different sizes and lengths. This decor can be arranged both vertically and horizontally. Moreover, in the first case, it advantageously lengthens the space. And if you combine this with a mirrored corridor, the result will be nothing more than a sorceress’s room or a mysterious cave.
• You need to put the most profitable product on display, but it should be repeated in the store; not every customer wants to get something from the display.
• Always offer elegant packaging for your products on display. This is a very effective move before the New Year festivities, because people are looking not only for a great gift, but also for beautiful packaging.
• You can start decorating New Year's windows from the very beginning of December. We must always remember that the businessman neighbor never sleeps.
• Use colors according to the calendar theme. New Year's windows should be white, red, blue, gold and silver.
• Showcases should be decorated compositionally: it can be a picture, figures, repeating scenes, or any other ideas. But there shouldn't be any chaos.
• On New Year's Day, people love to immerse themselves in childhood, remind them of this: toys in retro and Soviet style will come in handy.
• Decorate stores according to the age group. If you are working for adults, they are unlikely to like a children's theme that obscures the eyes with sparkles. Accordingly, children will be bored when looking at laconic, serious display cases.
• Place objects according to their size: larger ones back, smaller ones forward.

Decorating the store from the inside

If your retail establishment sells only things and consists of many glass pavilions, decorating it will not be difficult. You can use not only paint for decoration, but also tinsel and glass balls. Just hang them in an inaccessible, safe place for children and customers.

When selling, items that are currently in search should come to the fore: gifts, outfits, etc. If you have a lot of mannequins, dress them up like New Year’s: put caps on their heads and silver shiny fabrics on their necks. And, of course, do not forget about the product that needs to be sold: it must be visible, so you need to be careful with jewelry.

To sell not one, but several products at once to one buyer, organize compositions. For example, on the same mannequin, everything should be in harmony: a blouse, a skirt, a neckerchief, jewelry and a handbag. The buyer must see the image as a whole, then he will want to follow this example and buy everything at once.

If your room is very small, you should not decorate it with huge balls, Christmas trees and snowmen, otherwise buyers will have nowhere to turn around for large areas; on the contrary, choose voluminous toys that will be visible from afar.

Food stores

When decorating the internal counters where food is stored, again do not forget about safety. There is no place for tinsel, glass decorations, or any other small items. If a buyer buys food from the shelves, all this may end up in his stomach.

Even the back side of the display window should not be decorated with tinsel or rain. Buyers will be offended, all this will soar and fly in the air, again ending up on the products. It is best to use the “decoretto” technique; pictures can be purchased, or you can make them yourself. Streamers with drawings and congratulatory words are often used. There is also an economical option for decorating shop windows: using regular gouache, professional artists paint the glass. They draw Father Frost, Snow Maiden and other characters. It's not that expensive, but it looks very beautiful!

The smell of New Year

In any space, a festive atmosphere is also created with the help of scents. On New Year's Day it should only be pine needles and tangerines. Use pine and citrus flavors. The smell will be incredibly festive, and customers will not want to leave your premises.

Safety

When decorating any stores, the main thing is to follow safety precautions. Be sure to ensure that no decorations interfere with the passage to the fire hose and fire extinguisher. Steps both from the street side and inside the store should not be slippery or cluttered. Never hang glass balls and toys above the heads of customers, and do not block the aisles with snowmen or Christmas trees. And under no circumstances block the passage to emergency or regular exits. In general, clutter the space as little as possible; it is better to invite a specialist who can decorate stores for the New Year and tell you how to arrange goods in a profitable and pleasing way for the eye. After all, you want to escape from overloaded and cluttered shopping establishments.

If you use illumination, it must be new, proven a hundred times and very safe. In general, first of all, the installation of illumination must be coordinated with the fire department of the shopping center.

New Year's store design is a whole science on which financial well-being depends. That’s why try to approach it a little more seriously than everyone is used to.

The English expression “Window shopping” means not only “idly looking at shop windows,” but is also used in marketing policy - thanks to the attractiveness of the windows, passers-by cannot pass by and make thoughtless purchases.

Decorating the windows of large department stores for Christmas began in Paris at the end of the 19th century, and in 1949 the first automated devices appeared in the windows. Christmas windows have become the epitome of the holiday and every year department stores in New York, London and Paris compete with each other in the creativity of New Year's resolutions.

Barneys New York

Lady Gaga's Christmas Workshop has opened at Barneys New York. In connection with this event, the pop diva's stylist Nicola Formichetti turned the department store windows into Gaga's "boudoir", where the main instrument of the installation was hair, referencing the singer's fantastic hairstyles, a mermaid - the personification of Gaga in a mystical world of ice, and the transformation of the singer into a real gold-plated motorcycle.

Bergdorf Goodman

New York's Bergdorf Goodman created displays for the New Year on the theme "Carnival of Animals" with flying horses, a journey to the moon and exotic wanderings. The author of the idea, designer David Hoy, admitted that it takes a whole year to come up with a concept, and two weeks to implement the plan. This year, the department store famous for its creative visual merchandising released a book illustrating its holiday window displays over the past twenty years.

Harrod's

This year, London's Harrods greets passersby with millions of sparkling Swarovski crystals - a magical snow-covered forest of millions of crystals has been created in the windows of the department store. Each of the seven floors has a special “zone”, which is decorated with its own history. In addition to its decorative purpose, each production draws attention to objects from clothing to bed linen. In one of the display cases, in the center, there is a Ralph & Russo couture dress, hand-decorated with 152,000 crystals. The showcases also represent a jewelry pop-up store, where a whole collection of fall/winter 2011-2012 jewelry will be presented.

Harvey Nichols

When designing Christmas window displays, Harvey Nichols designers always rely on color schemes. Visitors to the store, as well as passers-by, can peek into a magical world inhabited by polar bears, whales and enchanted mannequins that are trapped in ice. Sparkling icicles and falling snowflakes create a wonderful backdrop for display windows.

Selfridges

London department store Selfridges has decorated its windows in a “White” theme. But the designers considered it impossible to create a winter fairy tale without music. Thus, each installation is a music box playing custom-made Christmas carols or holiday songs. Each showcase is equipped with a touch panel, and passers-by can independently order songs.

Liberty

One of Britain's oldest department stores has decorated its windows in a decadent style with gold decorations and stuffed swans.

Printemps

Last year, the house of Chanel was entrusted with the design of the Christmas windows at the Printemps Haussmann shopping center. The theme of 11 installations is “Dreams of Distant Travels.” They are conceived as a trip around the world and each is dedicated to the “interpretation in the codes of the house of Chanel” of one of the unique cities of the world: Los Angeles, Moscow, Cap Antibes, Venice, Shanghai, Biarritz, New York and Paris. In the central showcase, the main character is Karl Lagerfeld himself in the form of puppets.

Sanahunt

The Kiev concept store dedicated its New Year's windows to the theme "Through the Looking Glass".
“Fashion is a game of reflections and images,” says multi-brand owner Oksana Hunt. “You can never know for sure where its backside is and where its face is - everything flows from the real world to the Looking Glass and back.

Villa Gross

Villa Gross' Christmas windows are dedicated to winter sports and ski holidays. “The ski theme has become the main theme for us this season,” comments boutique owner Alena Litvin. - “It all started with the Jil Sander show, back in February, in Milan. Raf Simmons repeatedly addressed the theme of winter sports. The collection became one of my favorites this season. Remember these trousers with straps, boots with slots for them, terribly cozy sweaters. It would seem that a bulky sweater is not the most sophisticated thing in a woman’s wardrobe, but Raf’s turned out to be just right, light and with laconic prints. Then there was the shooting of our advertising campaign, which we held on a glacier in St. Moritz, in Switzerland back in the summer, inspired by the image of Audrey Hepburn in the film "Charade". Then, in September, retro postcards with Swiss postage stamps appeared on our windows. On New Year's Eve, our guests try to simultaneously buy gifts for their family and loved ones, and choose an outfit for the New Year's party and plan a winter holiday. We decided not only to make this task easier, but also to inspire our visitors."

The first Bylter & Wilson store windows

Original Diesel store display

Georgina Goodman

Louis Vuitton

Lord & Taylor showcases


Mini-window at Lord & Taylor on Fifth Avenue and 3rd Street. The display features 12 mechanical Christmas-themed scenes that were created based on the most interesting stories told by customers. (Jonathan D. Woods / msnbc.com)

The Lord & Taylor window attracts the attention of passersby. It was called “Share the Happiness”, and there are a lot of candies, gifts, snow-covered streets, snowmen, houses decorated with wreaths, Santa Claus’s sleigh with reindeers and, of course, a Christmas tree.

Bergdorf Goodman store.

At this store on Fifth Avenue and 58th Street, the windows are designed in the style of travel to fantastic places and other planets and are collectively called “Wish You Were Here.” Store display director David Hoey says the holiday is always a medley of arrivals and departures, and sometimes inspiration comes from the most unexpected places, such as movies and Roman mythology.

"Saks"

This year they decided to find a new approach to decorating the streets for the New Year holidays. The result is a digital miracle: projections of snowflakes and balls rush through buildings to a remix of the famous Christmas song, and the balls can get “stuck” under window sills, and snowflakes accumulate on them.

Saks 5th Avenue: The window display theme was snowflakes and bubbles.

Macy's store.

This year, the store decided to decorate its windows based on the true story of Virginia O'Hanlon, an eight-year-old girl who wrote to the New York Sun in 1987 asking, “Is Santa Claus really real?” “Yes, Virginia, Santa exists,” they answered her, and this phrase became a catchphrase.

God, they are so gorgeous! They delight the eye and a spark of celebration arises in the soul.
You can also get a lot of creative ideas for decorating your own apartment or house.