When it comes to holiday windows it can be all out war. For retailers, holiday windows are not just about celebrating the season; they are about winning over shoppers. Today, many chain stores and independent retailers have forgone elaborate displays, instead turning to a minimal approach, relying on large scale graphics, catchy verbiage and select product, simply displayed. The truly fantastical windows remain a holiday tradition only for department stores, who pull out all the stops with big budgets.
The beginnings
Although holiday windows have been a hallmark of the season for most retailers since the late 1800’s, it is department stores that have elevated the simple festive display window into a work of pure fantasy. By the beginning of the 20th century, department stores everywhere were deep in competition, upping the ante as each tried to outdo their competitors to vie for shoppers. While early windows simply highlighted retailers’ product offerings, it wasn’t until the 1930’s that retailers were implementing themes and carrying single stories throughout their windows. At times, retailers have even omitted product all together – instead relying on pure creativity.
Upping the ante
Now, in major cities all over the world, department stores begin planning their holiday windows a year in advance, each year increasing the spectacle with innovative ideas, special effects, shopper interactivity and celebrity allure – even throwing elaborate unveiling ceremonies. So elaborate have holiday windows become, that they are driving tourists to New York, London and Paris to take in the pageantry. And the windows aren’t just for the kids – the adults get theirs too. In recent years, Selfridges in London has commissioned artists to conceive holiday windows, Au Printemps in Paris created an homage to Karl Lagerfeld, and Barneys New York has collaborated with Lady Gaga. This year, Barneys New York called in more big guns, hiring director Baz Luhrmann (famous for his visual odysseys – “Moulin Rouge” & “The Great Gatsby”) and his wife costume designer Catherine Martin to conceive their holiday displays, which feature a live dancing elf, and performances by opera singers on specially constructed balconies on the façade of the store.
Coming soon
With the demise of Simpsons and Eatons, Toronto has been wanting for the kind of war of holiday windows that begets fantastical must-see displays, which other world-class cities enjoy. The Hudson’s Bay, the last remaining department store in Toronto (aside from luxury purveyor Holt Renfrew), has been able to essentially coast, even running the same Santa Claus-themed windows along their Queen St. façade for the 8th consecutive year. However, in their Yonge St. windows they are stepping up this year with their art-themed windows which are whimsical, visually arresting and beautifully executed. And not a moment too soon! Will they be able to keep up though, once Saks and Nordstrom open their doors in 2016? That’s when the competition for the shoppers’ hearts and dollars heats up and the war of holiday windows begins. I for one look forward to it!
