How to decorate windows for the new year. New Year's shop windows: how to attract buyers with decor? "Traffic" and its snow-white showcase

So that magical time has come when walking around you can see beautiful and fabulous shop windows, full of original decorations and bright illuminations. Colleagues from the Timeout.ru edition have collected for you the TOP 12 most beautiful shop windows in Moscow, which not only attract, but also make you stop and consider all the New Year's details. So let's get started!

1. Decoration of the TSUM showcase in the style of a fairy tale

The older we get, the less we believe in miracles! But it was not there! TSUM showcases are designed exactly in the style New Year's fairy tale, which beckons and bewitches. Here you can find a sleeping beauty, and a frog princess waiting for the prince, and mermaids, who have settled down on golden chains. Fairy-tale heroes dressed in chic evening dresses from famous designers as if they were from the 19th century.

2. Showcases of Tiffany & Co in GUM in the style of the Tiffany theater

New Year showcases made in a combination of shades "gives" and white that the New Year showcases of special tenderness and New Year's mood. In the showcases themselves, it is as if a real theater is located with its own small performances. These mini-theaters are framed with natural spruce branches covered with snow. On the "stage", that is, in the window, one can observe fabulous deer and wolves, a fireplace with gifts and even a sleigh with the desired blue boxes.

3. Bosco (Prive) and showcases in winter forest style

The stylish personalized service showcase immerses us in winter forest who sit on a polar bear girls, enclosed in a ball of glass and constantly swirling fluffy snow. The fairy-tale bear is skillfully disguised as a wooden deck, and the composition itself is immersed in a snow-covered forest grove.

4. Hermès and the bears

All six windows of the Hermes boutique delighted with their creativity and positive attitude... Here you can observe bears and fish in a variety of situations (who is fishing, and lacy went into hibernation). The most interesting thing is that the figurines made of wood and folded from sticks were combined with branded goods (wallets, shoes, service, belts and watches).

5. Agent Provocateur and the ski slopes

The showcase of the boutique is decorated quite frankly, because the mannequins clearly demonstrate what is under the warm mountain winter clothes, namely fancy lingerie and stockings. The girls have golden skis in their hands, and they have puffy boots on their feet.

6. Chanel showcase in winter garden style

In the display case is a tree with iron rods and white camellia flowers. Mannequins with clothes from the new Chanel collection are located under the branches of such a New Year tree.

7 Dolce & Gabbana and family values

Red chairs upholstered with velvet, bright carpets, an openwork tablecloth, vases of flowers, a festive table with fruits and photographs - expensive and stylish, everything as designers love.

8. Louis Vuitton and the luminous target

The luminous target against the background of silvery rhombuses seems to call for the purchase of new handbags, which are displayed as a target. The showcase is very bright and noticeable, which was the designer's idea.

9. Central Children's Store in the style of the traditional New Year

The shop window is decorated in the best New Year's traditions with children's eyes: pink-cheeked Santa Claus, gifts, a magic deer, bears and a large number of tin soldiers. The showcase is replete with toys of impressive size and bright garlands.

10. Spring and festive illumination

The shop window displays polar bears, snowflakes and multi-colored lamps that constantly change colors. Thanks to this idea, one can observe what is happening inside the store through the window.

11. Christmas Holidays at the Ski Resort by Ralph Lauren

The window displays mannequins wearing chic 80s-inspired clothing paired with skis and a cowboy hat. This is the kind of dress that designers recommend for a New Year's party.

12. "Traffic" and its snow-white showcase

In the shop window, there is artificial snow created from packaging film and colorful lanterns. The snow-white design is associated with snow, winter and the upcoming New Year!


The windows of Minsk were also dressed up for the New Year. Most large stores- this, of course, is GUM, TSUM, Trading house on Nemiga.


As it turned out, there is a position of a full-time designer in Minsk department stores, who is engaged in the design of windows and interiors of the stores themselves. It is not customary to contact designers, for example, those who periodically participate in Minsk fashion shows, stores cope on their own... And, unfortunately, this year it turned out not very bright - Christmas trees, garlands, snowflakes and snowmen. There are not so many solid, decorated in the same style, original showcases.


GUM. State department store. The entrance to GUM was decorated in a very traditional way - there are Christmas trees on the sides. As always. But this makes it no less beautiful. Tradition is always good. Side showcases pleased with snowmen and gift boxes, but the main showcases ... GUM was very interesting in October, having made a kind of excursion through the eras for its anniversary and, unfortunately, by winter it did not change epochs for something more wintery. I just added hats, scarves and trees.



New Year showcases - glass fairy tale





The trading house on Nemiga was decorated with white Christmas trees.




And below the windows of several clothing stores along M. Tanka street. The most interesting are showcases with flashlights. There really is some kind of intention here. And the flashlights are just wonderful.


And in the end there is a very nice showcase of one of the Minsk cafes. Definitely a Christmas card.

Printemps

Prada helped decorate the shop windows of Printemps - fairy tales, illumination and a deer on the big screen. Well, the traditional Prada bear was not without - he entertains everyone, sitting surrounded by trees, sweets and gifts.

Address: 64, boulevard Haussmann

Galeries lafayette haussmann

Here they were inspired by "Beauty and the Beast". At the same time, the showcases turned out to be interactive, and you can even play with the characters, and music plays there every hour. And in the center of the store is a mechanical tree. And thanks to Swatch, the magic village at the top of the Christmas tree comes alive and sows the New Year mood around.

Address: 40, Boulevard Haussmann

Harrods

Here they ride on the Christmas express, each car of which is a showcase with one of the latest collections. The themes of luxury and steam, so dear to British hearts, are especially easy to reveal at Christmas, and the rotating wheels enhance the effect of authenticity.

Address: 87-135, Brompton Road

Selfridges

The Wish List theme was developed here, so a variety of gifts and iconic objects of desires, from a bottle of tequila and snowballs to Viktor & Rolf fragrances and Charlotte Olympia shoes, got into the windows.

Address: 400, Oxford Street

Tiffany & co

Then there was a dollhouse - kissing figurines, snow-covered houses and a sleigh piled high with Tiffany boxes.

Address: 25, Old Bond Street

Louis vuitton

And here they were extravagantly inspired by the ancient game "Leela", also known as "Snakes and Ladders". Only instead of snakes - geese.

Address: 160, New Bond St.

Liberty

The legendary British store pretended that firecrackers exploded in the windows and sprinkled them with all sorts of priceless gifts.

Address: Regent St, London W1B 5AH

Bergdorf goodman

Here they did not limit themselves to the theme of Christmas and New Years and captured all the nearby holidays - from Thanksgiving to Valentine's Day. At the same time, the mannequins were dressed with royal luxury - for example, Valentine's Day got the boudoir of Marie Antoinette, and a young lady in an Art Nouveau dress and a white fur coat flaunts in the New Year's window.

Address: 754, 5th Ave

Saks

And here the Yeti ball and its snow flakes rule. And from 5 to 10 pm you can watch a small New Year's show.

Address: 611, 5th Ave

Lord & taylor

In honor of the coming century of the building in which the store is located, they decided to recall the chic New York of that time and immerse it in the atmosphere of anticipation of the holiday. Men in top hats and ladies in feathers in anticipation of festive parties, smart children in anticipation of meeting Santa - in general, everything is as it should be.

Address: 424, 5th Ave

Henri bendel

And then the real fun - showcases were decorated with sculptures based on caricatures by Al Hirschfeld. At the same time, they chose characters iconic for New York - like Audrey Hepburn as Holly Gollightly or Woody Allen. Also, caricatures of Hirschfeld himself got into the windows.

Address: 666, Fifth Avenue

The most important holiday in Russia is considered New Year... In Europe, America and other countries - Christmas, which is celebrated on December 25. Traditionally, it is customary to celebrate it at home, in the circle of loved ones, relatives and the most dear people. A special festive atmosphere is created by long-term traditions, as well as special New Year's attributes, which both Russians and Europeans use to decorate their houses, windows and shop windows.


History and modernity

Showcases, like the first glass, appeared in England at the end of the 17th century. The decoration was done by simple theater workers and artists. The profession of decorators became widespread only in the 19th century, and the showcases themselves were open and looked like ordinary boxes. At that time, kerosene lamps were used to illuminate the goods, electricity began to be used only at the end of the 19th century. At the same time, the first technologies appeared that made it possible to create large glass showcases that did not have a back wall, and through them one could observe what was happening in the store. The design of that time was creative, real people participated in the scenery, who acted out small theatrical scenes, sat in a shop window on a stool, knitted or painted pictures. However, over time, the fashion for living mannequins became a thing of the past, and mechanical mannequins, Santa Clauses, Christmas trees and lanterns were used to decorate the main windows of the building. Every year the design became more complex and inventive, and the compositions in the showcase became a whole history. Competition is an important factor that greatly stimulates the creation of modern decor, because with the help of unusual design findings, you can come up with a whole world of looking glass, which every passer-by will want to visit.

For any European country, festively decorated showcases are not just a tradition, but high art and one of the main components of the Christmas atmosphere. The best designer finds and the secrets of New Year's window dressing are carefully hidden from the public and are not shown until a certain moment, but the "X-day" comes, and the inhabitants of European cities are immersed in the atmosphere of magic and fairy tale, which was prepared for them by the best designers of the world. Not so long ago in Europe appeared new trend... The seemingly ordinary traditional showcase was replaced with a transparent glass front. Such glass is very convenient, it makes it possible to simultaneously view the entire department store with a glance, from the lower floors to the upper ones. Looking at the shop window there is an invisible feeling that you are inside a building. To enhance the effect, manufacturers of window products began to use special glass, in which there is no reflection at all.

Features of the holiday and window dressing in England

London. Big Ben starts ringing very quietly even before the New Year. As midnight approaches, the sound of the bells intensifies and becomes audible throughout the area. Lovers kiss under the branches of mistletoe, which is considered a magic tree. In houses, doors are wide open to let in the New Year. The streets are bustling, the air smells of fragrant punch and Christmas pastries, the city is enveloped in a New Year's fairy tale. London shops are transforming and sparkling, beckoning and mesmerizing. For residents and guests of the city, walks along the illuminated streets and window-shopping have become a long-term tradition. V English language even there is an expression "go window-shopping", which means a walk to explore the shop windows.


By Christmas, an atmosphere of luxury and glamor reigns in the windows of the famous, largest and most expensive department store in Great Britain "Harrods" (Harrods). The history of the department store began in 1824, when a small grocery store was opened. Later, the store began to supply products for the royal family, as evidenced by the appearance of the royal coats of arms on the wall of the building.


Three years ago, the huge showcase of The Harrods Christmas Express was stylized in the spirit of travel. In a chic compartment, men and women were imposingly settled on velvet sofas. They were stylishly dressed Jewelry shimmery from the light, everyone drank cocktails and made small talk. The atmosphere of the train was full of celebration and fun. A steam locomotive from the past seemed to have burst into bright and modern London. Everything around was like an adult, in the windows - no Christmas reindeer, no gnomes, no Santa Claus.




Selfridges store (Selfridge), which is more than 100 years old, mesmerized with an impressive showcase called "GingerbreadLostLondon", which translated from English means "Lost city of gingerbread", or "Gingerbread London that does not exist." To create such a masterpiece, 80 liters of syrup, 1245 kg of glaze and 353 kg of gingerbread were used, and the time it took to prepare "Gingerbread London" was 400 hours. Here you could also see the snow-white ski resort on which Santa Claus descended, tiny gingerbread houses with marzipan roofs and telephone booths. All this was tastefully played with designer items from new collections of clothes and shoes.





Christmas in France. New Year's windows in Paris

Paris. Père Noel is a French Santa Claus who, on New Year's Eve, arrives on a donkey and enters the house through the chimney, leaving gifts in children's shoes. Four weeks before Christmas in France, the Christmas fast and Advent begins. During Advent, a Mass is celebrated in Catholic churches in honor of the Virgin Mary, which is called "rorata", but the main event of the whole holiday is Reveillon - a festive Christmas dinner, which means the birth, "awakening" of Jesus Christ.

Paris is an icon of style, a trendsetter, it is rightfully considered a generally recognized leader in the design of Christmas windows. The Eiffel Tower, scattering of lights, kilometers of light, everything sparkles with colorful fireworks, the city is transforming. In the heart of Paris, in front of the main building of the City Hall, an ice rink is flooded, all kinds of chalets are set up on the central streets, various sweets, jewelry and children's toys are laid out on the counters in beautiful rows. Giant Christmas balls, deer carrying Per Noel across the wadded snow, silvery snowflakes, angels and gnomes - all indicate the approach of a grandiose holiday.

The concept of window dressing is developed by designers very carefully and is planned in advance for a whole year. Samples of worthy showcase are filled with complex and voluminous decorations. There is an unspoken showcase art competition in which large shopping centers and department stores. They invest an impressive amount of money in the design of New Year's miniatures, annually adding something new and original to the idea.

The famous Parisian store Printemps, which means "Spring", is considered a classic of the New Year's showcase genre and is the most elite and respectable shopping center in the country. A magnificent example of Art Nouveau architecture that adorns Boulevard Ossmann has long been famous throughout the world for its magnificent compositions. Spring has always found it difficult to compete with its neighbor, the department store Galeries Lafayette. Each showcase of these stores is an extraordinary fairy-tale show, and best houses fashion. Crowds of tourists watch the magical action that unfolds in the window niche, and for young children the organizers install special bridges from which it is convenient to follow the movement of the dolls.

Every year Printemps chooses a brand to collaborate with and create Christmas display cases. In 2012, the fashion house Dior showed its version of Christmas to the French, in 2013 - Prada, and in 2014 the choice fell on Burberry.

Parisians and tourists of the city will remember Christmas 2012 extraordinarily beautiful design showcases in the spirit of a puppet theater. About 80 homemade dolls, dressed in dresses from the Dior collections of different years, fascinated and attracted the eye. The dolls were placed in display cases and were connected with special thin threads. Thanks to the mechanism, they moved, flew, skated and danced to the beat of the mesmerizing music. All presented models demonstrated stylish clothes of the world brand Dior.

Printemps celebrated its 150th anniversary last year. In honor of such an event, six brands at once were involved in the Christmas decoration of the store windows: Christian Louboutin, Burberry, Lancôme, Longines, Sonia Rykiel and Evian. On the occasion of the anniversary, the facade of the building and shop windows were decorated with a huge number of colors, and the decoration was dedicated to the theme of innovation and creativity.

This year, the Parisian department store Printemps has a Christmas decoration in collaboration with the children's fashion brand Bonpoint.

The plot revolves around the children Jules and Violet, who take a long journey through the department store. Their companion and guide is the Cherry doll, the mascot of the French fashion house. In the windows, kids are greeted by puppet dolls dressed in outfits from the brand's special festive collection, which is made in red and gold. The traditional attributes of Christmas - sparkling fir trees, colorful gifts and a large table for a festive banquet - became organic elements of the composition.

Christmas in Germany. New Year's windows in Berlin

V Berlin preparations for the Christmas holidays begin in advance. Just like in France, in Germany comes the pre-Christmas time "Advent", to which numerous customs are timed. A wreath of spruce branches appears in every house, four candles are installed in it, which symbolize the four Sundays of the coming Christmas. The first "Advent" is celebrated on November 27, then the holiday continues every subsequent Sunday, until December 18. Berlin smells like a holiday, the air is filled with the heady scent of cinnamon waffles, fried chestnuts and honey cakes, while the aroma of hot mulled wine and fried almonds is maddening. On New Year's Eve, thousands of Germans gather at the Brandenburg Gate, where they can watch fantastic fireworks and take part in the largest outdoor disco in Europe.

Christmas markets in Berlin are held annually and attract crowds of tourists. In German there is even a special word Schaufensterbummeln (window dressing). Already at the end of November, all the central streets flicker with festive lights, shop windows are transformed and immersed in a fairy tale. Germans walk the streets with great pleasure and enthusiastically look at the mesmerizing shop windows. Berlin is not usually seen as a shopping city. But in vain: in the shops of this beautiful European capital there is something to see and buy. Prices in Berlin are higher than in other European countries, but there are fewer tourists than in London or Paris. On the pre-Christmas days, shop windows completely change their appearance. It is very pleasant to walk around the city and consider their festive decoration. All showcases are lit with soft light, they contain Christmas tree balls, golden angels, St. Nicholas and a manger with the baby Jesus Christ. Previously, when there was no lighting on the streets, housewives had to put candles on the windows so that passers-by could look at the goods laid out on the shops during their night walks. Today, everything has changed: modern Berlin is burning with bright lights, and its shopping centers shine with luxury and voluminous, moving decorations.

Kaufhaus des Westens (translated as "Department Store of the West"), or KaDeWe for short, is one of the three largest department stores in Europe. Its history goes back over a hundred years. The huge eight-story building occupies several blocks in the very center of Berlin, and about 180 thousand people visit it every day. All the largest brands in the world are represented in the department store: Dior, Prada, Gucci and others. Every year, the store hosts the so-called "scenery show", which is attended by both locals and tourists. Fantastic, richly decorated showcases, which change their appearance and theme every year, are considered the face of business card KaDeWe, a work of art, in which a tremendous design effort has been invested. They evoke a storm of emotions, and, as signals, stimulate the desire of a passer-by to go into a store and buy something.

V Of Russia the tradition of decorating shop windows before the New Year and Christmas is not yet as widespread as in Europe. The largest department stores of the two capitals (for example, TSUM, GUM and Galeria shopping and entertainment center) are already adopting the experience of their foreign colleagues. Perhaps, in the future, this trend will be supported in smaller cities.

New Year and Christmas holidays are coming soon. The purchasing power at this time grows several times, and with it the competition also increases. What should be the New Year's decoration for shop windows? In our article we will tell you about the basic rules and consider examples of unique compositions from around the world.

7 rules for New Year's window dressing

The task of the New Year's window is to create a mood, control the behavior of passers-by, involve them in a festive atmosphere and push them to commit impulse buying... There are certain rules for window dressing used by merchandisers and designers.

Colors

To decorate shop windows, traditional colors are often used that are associated with the New Year and Christmas: white, silver, blue, gold, red.

Composition

Don't try to showcase more goods... The main rule when composing a composition is "Better less is more."

Focus

The showcase should have a focus - the main point at which the glances of passers-by stop. There can be several such points in the showcase, but no more than 4.

Lighting

Lighting plays important role in the design of any shop window. Use additional lighting elements for holiday shop windows - spotlights, garlands. Make sure the lighting is well tuned.

Arrangement of elements

When arranging goods and other elements, it is important to achieve balance. The composition can be symmetrical or asymmetrical, but at the same time correctly balanced, without “white spots”.

Object size

If the store is located on a busy street, large objects or signs can help motivate pedestrians and drivers. You should not get carried away - it is better to attract attention with an interesting design, rather than huge banners with messages about discounts.

Zoning

Conventionally, the showcase can be divided into 3 zones: the background of the composition, the central part, the foreground - glass. When creating a showcase, pay attention to all areas.

New Year's attributes

A Christmas tree is a traditional New Year's attribute that can be played up in an original way.

Another symbol of the New Year, which is often used when creating compositions, is Santa Claus or Santa Claus.

Examples of New Year's window dressing from around the world

Every year from December in the showcases of large European stores the real show begins. Showcases become the main weapon for capturing customers.

To attract as many shoppers as possible, retailers use the most incredible design ideas.

The famous French shop Printemps, which became famous all over the world for its compositions, became a classic example.

“Since the beginning of the XX century during new year holidays we attract the maximum number of visitors. We earn 20-25% of annual revenue during this period, so our showcases are truly fantastic, ”says general manager department store Printemps Pierre Pellarey.

Most interesting are plot showcases that “tell” a story. Fairy-tale themes are presented in the windows of the Moscow Central Department Store.

Dollhouse and sleigh with gifts from Tiffany Jewelry House.

The magical windows of the De Bijenkorf store in Amsterdam.

London's Harrods department store and its Christmas Express, with each carriage featuring a different collection of clothing and accessories.

Deer from hair dryers and hares from shoe care products in the creative windows of the John Lewis store.

A snowy tale in the windows of a Bergdorf & Goodman store in New York.

New Year's showcase is a whole science, with the help of which you can not only attract the attention of people, evoke emotions and increase sales, but also create an atmosphere of fairy tale and magic.

 

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