Despite the new era of e-commerce and online shopping, store windows have kept their traditional foothold amid the urban scenery as the primary channel for affirming the brand identity and enticing consumers to buy, their eye-catching displays not just proposing the relative merchandise, but also advocating a lifestyle and identity for the prospective purchaser. Window designs involve a complex semantic cocktail guided by precise marketing strategies, and variously harness ideas borrowed from the fields of theater-set design, architecture, advertising and graphics, multimedia installation, lighting design, and even Art itself. Window displays are of course temporary and need continually updating to keep up with changing marketing strategies and imagery, and as such they represent the cutting-edge of design, involving a distinctive crossover of different disciplines that employs ingenious technical solutions and an often innovative assembly of materials and visual devices. The setting...

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