At the start of the new 2025 buying season, CAST is pleased to offer visitors and exhibitors a series of articles on a unifying theme. As an entrepreneur, you understand better than anyone the power of marketing and brand identity. One of the many tools that contribute to a strong brand presence is visual merchandising. It’s not just about what is displayed in the window but also how it is presented.

In the coming weeks, former Schoenenkwartier curator Inge Specht will unravel the history of window displays and how they have shaped city streets through the centuries. She will take you on a journey to the world’s most stunning shopping districts and examine the role of the visual merchandiser. In this blog, she delves into striking window display concepts.


Storytelling tools

In the previous edition, we saw how window displays evolved from simple product showcases into a means of reinforcing a store or brand's identity. In recent decades, another layer has been added: visual spectacle.

Window displays are no longer just a way to present products; they have become powerful storytelling tools. Especially in the luxury sector, displays play a crucial role in creating an exclusive experience. From spectacular light shows in New York to artistic installations in Paris, luxury brands worldwide use their windows as a visual representation of their identity and craftsmanship.


Magical holiday displays in New York

One of the most iconic examples of striking window displays is the holiday showcases of New York’s department stores. Saks Fifth Avenue, Bloomingdale’s, and Bergdorf Goodman attract thousands of visitors each year with their magical holiday windows. These are not only a feast for the eyes but also a profound reflection of the brand itself. The unveiling of these displays is an event in its own right!


High-tech experiences in Tokyo

In Tokyo, where technology and fashion go hand in hand, brands experiment extensively with interactive window displays. As early as 2001, Prada used augmented reality (AR) to entice passersby to stop. A virtual mirror and 3D projections allowed people to "try on" Prada bags without stepping inside the store. This not only grabbed attention but also introduced a new form of interaction tailored to the modern consumer.

Seiko took a more philosophical approach last December. The watch brand recreated the iconic clock that has marked time at the Ginza 4-chome crossing for 92 years. In Seiko’s window, the clock was accompanied by two animated creatures—one eager for the future, trying to speed up time, and the other savoring the present, slowing it down. Passersby could interact by pressing a button on the display, choosing which creature would influence the clock’s movement. Watch the video here.


Artistic displays in Paris

Paris, the fashion capital, is known for its elegant and artistic window displays. Luxury houses like Louis Vuitton, Dior, and Hermès regularly transform their windows into true works of art. These displays do more than showcase products—they tell a story that aligns perfectly with the brand’s heritage.

A great example is Louis Vuitton, which frequently collaborates with artists and designers to create unique window installations. For the 2024 holiday season, Louis Vuitton chose a whimsical carnival theme featuring carousel animals adorned with Santa hats for a festive touch.

It’s worth noting that major luxury brands maintain uniformity across their global storefronts. Louis Vuitton, Dior, and Fendi all synchronize their displays worldwide, ensuring brand consistency and recognition.

An amusing example is UGG, which also adheres to this uniform approach. This means you might find yourself admiring a winter-themed window display while vacationing in sunny Hawaii—a surprisingly refreshing sight!


Creativity on a local level

It's not just major brands investing in striking window displays. Smaller boutiques and niche brands also leverage creativity and craftsmanship to create unique shopping experiences. An artisanal shoe brand, for instance, might design a display that highlights its handmade production process, incorporating materials and tools as decorative elements. This approach emphasizes authenticity and craftsmanship—qualities that are increasingly important to consumers seeking quality and sustainability.

Additionally, small retailers can adapt their displays to local themes and seasonal trends, keeping them fresh and relevant. This proves that a large budget isn’t necessary to make an impact—strong concepts and attention to detail can be just as powerful.


The power of a striking window display

What makes a window display truly successful? For luxury brands, it’s a combination of visual appeal, storytelling, and brand experience. A well-designed display evokes emotion, invites people into the store, and strengthens the brand’s identity. In an era where online shopping continues to grow, the in-store experience remains vital—and window displays play a crucial role in that.

From New York to Tokyo and from Paris to small boutiques worldwide, window displays prove to be more than just sales tools. They are an art form, a marketing strategy, and a brand extension—all wrapped into one visually captivating experience.




About the author:
Inge Specht worked for over 25 years as a curator and museum coordinator at the former Dutch Leather and Shoe Museum, now known as Schoenenkwartier. In mid-2023, she founded the appraisal and consultancy firm Waardevol d’Ing, specializing in historical shoes, bags, and leather goods. She also appraises corporate collections, writes, advises on passive conservation, and restores and sells vintage products.