The evolution of escaparatism

The shop window is the first point of contact between the public that walks along the street and the store. Not only does it exert an architectural function of separation between the outer space and the inside of the store, but it allows it to display a representation of its offer.

The tendency that prevails is the simple exhibition of garments and products, well ordered and placed, so that the client can get an idea of what they can find inside. A few years ago, it has begun to grant another function to the shop window, as an element that transmits the essence and philosophy of the store, beyond a simple exhibition of articles. The shop windows begin to be stages, artistic compositions that attract the public’s eyes, often leaving the product in the background. It seeks to capture attention, differentiate from the rest, transmit values and sensations, even with recognized window dressing contests.

The third step that we are seeing, at the moment very minor, and exemplified in the Mywhy store of Portal del Angel in Barcelona, ​​is that of live, moving scenarios, where the product disappears completely, where the visual impact is sought, attention towards what is going to happen, where the client is immersed in an adventure. In this case, dozens of people crowd into its window, with camera in hand, attentive to what they are seeing, and recording it. It is a moving hologram, a tiger that roars defiantly in the middle of the jungle, appears on the stage, moves majestically, shines before the clients, turns around and disappears, causing the astonishment of the people who are watching. Next to the stage, a wide entrance to the store, with product exhibition that reaches almost to the outside, with a dynamic and fun music, complementing the impact of the showcase, and inviting to enter all those people who have decided to stand in front of the establishment.

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