The store window has long been a battleground for retailers. Whether it’s Kate Moss Vogue-ing in Topshop, or gingerbread houses glittering in the Harrods Christmas display, the window has always given high street brands a chance to show some imagination. Especially now, when Instagram means the most eye-catching ideas can spread further and faster than ever.
But many brands are keen for customers to share photos not just of their spectacular shop fronts, but also displays in-store. So they’re thinking about ways to encourage people to snap as they shop. (If they’re anything like my twenty-something cousin, who has over four thousand photos on Facebook, they won’t need much encouraging.)
Claire Dickinson, WGSN Visual Merchandising Editor, has picked some of her favourite examples of this new trend. First she highlights Cos: the fashion brand teamed up with art and architecture practice Snarkitecture, creating cut-out silhouettes for customers to pose in. And there’s Yusuke Seki, who stacked over 25,000 pieces of crockery in a ceramics store and turned them into a visually striking platform for customers to walk on.
It certainly makes a change from the ‘chelfie’ – a selfie taken in a badly-lit, and slightly whiffy, changing room. Much more dignified, we reckon.