Different seasons ask for different approaches when it comes to window displays and styling your store. Retailers need to ensure they maximise the benefits of good visual merchandising and encourage customers to enter their shop and buy their products.
Designer Claudia Herke from German design studio bora.herke.palmisano shares her top tips for shop design.
Summertime
The ‘eclectic gathering’ trend will attract customers; the brilliant colours alone―lemon, pink, mandarin, azure and rosé, enriched with gold and black―guarantee the optimum long-distance effect.
Pillars or even robust cardboard tubes, arranged in an irregular order, help to present the products in a decorative way. In the strong ‘nude’ interior colour, they are particularly suitable for displaying exotic decorations, such as parrots, jellyfish, stag beetles, orchids, flamingos, and tarts and macaroons.
Supplement them with poles for suspending butterflies and birds―either clustered in the window display or arranged around the shop, in order to establish the connection between outside and in.
An autumn afternoon
The calm ‘balanced sobriety’ style is very appropriate for this season. Choose natural colours such as cinnamon, grey, beige and white. Introduce accents with black―for example, with perspex cubes coloured in black as pedestals for your products.
Put the focus on the colours of autumn leaves, red gold and aubergine/Bordeaux red. Stylised water basins are reminiscent of Japanese gardens. Make cubes or ceiling hangings from bamboo poles; wooden surfaces with beautiful subtle grains are also very suitable as surface materials.
Winter wonderland & Christmas magic
It’s all about opulent ‘splendid history’ style for the festive season. Create excitement with string curtains―both in the window display and the shop layout. As an eye-catcher, put just one large golden chandelier in the centre of the window, richly decorated with baubles and floristry.
To showcase the products, pull a few strings aside. Dark green and blue colours, combined with light blue and warm gold, bronze and metallic tones, emphasise the festive character.
Photography: Messe Frankfurt Exhibition/Pietro Sutera
