The Art of Window Displays. Interactive Fashion Demonstration

The window display as a phenomenon has ceased to be a selling medium since the mid-20th century. Today, the market has created an overload of the visual environment of a person and this has complicated communication with the consumer. A window display as an object of art becomes fundamentally a new solution in establishing communication through deeper interaction. In the context of mass consumption storefronts of department stores become democratic art within the urban environment. The result of visual research and analysis gives an understanding of the principles of artistic design work on shop windows and the strategies of working with a shop window as the medium to translate brand values. It also helps to see the trend in building communication with the customer through shop windows that are now turning into art objects and even art space. As a result, a book dedicated to the projects of art windows of famous department stores and shops of key fashion capitals was created. The author has compiled information about the features of the artistic and conceptual design of shop windows of famous department stores, and found patterns in the work on communication between the shop window and the viewer. These explored features of the work are important for creating new art windows projects and for the general concept of an interactive fashion show.