Large display cabinets

Merchandise displays are best used as "silent salesmen" in clothing, souvenir, kitchenware, furniture, lamps, toys, etc. stores. It is better for grocery stores to make showcases plot or commodity-plot. Firstly, the exposition of real products needs to be changed frequently, and secondly, the buyer knows perfectly well how sausage, cheese or milk look like - there is no point in reminding him of this. In such cases, in order to attract buyers, enlarged copies of the goods are placed in the window - dummies, some dolls are added to them - often cartoon or fairy-tale characters. But in branded wine and vodka stores, they use their own goods for window dressing (but always with a well-thought-out composition). This happened because good wines and liquors, as a rule, have very beautiful packaging and labels. Also, to attract attention, they put in windows and enlarged copies (huge bottles of champagne, wine, vodka). By the way, perfumery and cosmetic stores also "sin" with this - they use both huge dummies of perfumes and creams for showcases, and they simply display goods, surrounding them with phytocompositions, an abundance of fabric, etc.

In addition, showcases can be promotional. This is when the style of the showcase is completely changed for a promotion (discount notifications, sales, new collections, etc.) or on the eve of some holiday (mainly New Year and March 8).

Most often, such showcases (at least, according to the experience of Kyiv) are made in clothing stores, since there is a seasonality of goods and a change of collections. Rarely do these showcases differ greatly from each other. As a rule, the main thing is to focus on sales and discounts. The level of these discounts is written directly on the glass of shop windows with paints from aerosol cans, figures made from film are pasted, and posters are hung on the glass. But the complete sale of the collection is usually arranged as follows: the windows are completely sealed either with advertising posters specially made for this occasion, or simply with wrapping paper (plain), and information about the sale is already applied to the glass.

In general, everything in a shop window depends on what you want to achieve with it. Or show what a "cool" store you have, or still make a showcase a "silent seller". It often happens that a heaped up interesting showcase attracts passers-by, making onlookers out of them, but no more. And sometimes, on the contrary, modestly exposed mannequins dressed in goods with price tags, it would seem, do not particularly attract the eye, but they act precisely on those who are interested in the goods, and not on idlers.

It is probably not possible to determine the effect in advance. It usually comes down to trial and error. But the number of these errors can be significantly reduced by entrusting window dressing not to the entire store team, but to a special graphic designer (designer) with experience or a merchandiser, or just a person with an art education and good taste. By the way, there are very few professional window dressers in our country. As a rule, this service is provided either by design studios or outdoor advertising agencies. But the latter most often (as BUSINESS had to make sure during the preparation of this material) offer window dressing only with self-adhesive multi-colored films, which is far from always the best option.

EXPERT ASSESSMENT

"This is a classic grocery store for us, sealed with film. Well, why was it sealed? Buying a bright film is not a problem now, the plotter will cut strips-squares. But it was necessary to at least search for an unusual graphic style. Rather In total, the company that pasted over this grocery store was transferred money only for the sticker and cutting of the film, and no one was going to pay for the development of the idea.

"Here, too, film was used, but with more imagination. Clearly, some designer did some work. I think this is a good solution to make such a small showcase bright and attractive."

"This store has always had a spectacular open window. There was at most one vase in it. The trump card of this window is its visibility and openness. The product itself, which the store sells, is beautiful, and there is no point in cluttering the window. in the window, blocking the interior. Here, for example, these New Year decorations. I think it would be better to decorate the interior itself in a New Year's way, and not hang rain and toys in the window."

WHAT IS "GOOD" ...

We found an interesting showcase solution in Kyiv. The salon for the sale of elite souvenirs made closed deep showcases, which he designed in the form of gift boxes. All showcases are fully decorated with gift wrapping paper, and inside these pseudo-boxes there are souvenirs from the store's assortment, as if hinting that they are already ready to be presented as a gift.

Showcase likes:

1. Experienced graphic designers with good taste, imagination and sense of proportion.
2. Smart color combination. Red and black velvet with an abundance of golden fringes is an attribute, rather, of a funeral services agency, and not of a jewelry store.
3. Good light. The impression that the showcase will cause in a potential buyer largely depends on it. The type of lighting is different. Which type will be used in a particular case depends largely on the general design idea and the characteristics of the goods. Two types of artificial light are basic - general diffused and directional with accentuation of objects and details. The main tools in the lighting design of shop windows are a beam of light and an illuminated spot. As a rule, the main type of lamp in the organization of display lighting is a source of directional light - spot (from the English spot). In addition to lighting compositions or mannequins, background lighting is also used. In general, most of the techniques used by designers and shop window decorators are similar to those used in staged photography and scenography. When choosing lighting for a showcase, it must be taken into account that its perception at night and daytime, in different weather, is different. But the shop window should look attractive at all times. In addition, when direct sunlight hits the display glass, a reflection effect occurs. Therefore, in the daytime, the shop window must be highlighted.
4. Experiments. Showcases in which real people "live", showcases with some plot characters or scenes, moving, even talking objects (toys, corporate symbols, pendulums, etc. ).
5. Beautiful price tags on all the goods displayed on it. If this is the season of discounts, then with the obligatory indication of the size of the discount.
6. Competent compositional solution. A composition is considered correct in which all objects, as they say, are in place. If at least one object is removed from it, then the integrity of the "picture" is completely violated. In a bad composition, you don’t notice such a disappearance of an object.
7. Compliance with the principle of spatial perspective in relation to the views of pedestrians-shoppers. Often a great idea of ​​a designer works only when viewed from afar. But pedestrians are still more likely to view shop windows up close.
8. Compliance of the design style with the image of the store.
9. The presence of "full-fledged" copies of people - dummies, even with indifferent and indifferent faces. True, a lot here also depends on how, for example, the clothes "sit" on the mannequin, how competently and stylishly the set of clothes is chosen.
10. Beautiful doors. They should not be more beautiful than a shop window, but they cannot gape like a dark hole either. It is better if the doors are in the same tone as the showcase, lighter or completely transparent.
11. Well-maintained and renovated facade of the building where the showcase is located. Otherwise, making the window attractive will not work at all. If the funds are not enough, then the building must be repaired and painted at least at the level of the first floor (if the store is one-story).

DESIGNER'S ADVICE

Anatoly NOVICHENKO,
shop window decorator:

— The main thing in shop window design is composition. In accordance with the idea, you make a sketch and work on it further. By the way, often the sketch shows all the shortcomings of the intended design.

Each shop window design has its own specifics. Depending on this, you need to draw it up. For example, a store has only one small showcase, then it would be most rational to use its side planes (walls) so as not to clutter up the space. And when there are a lot of shop windows, you can not limit yourself.

For example, in TSUM there are closed, deep, compact and tall storefronts - they use this advantage. In general, I think that these are the most successful designs of showcases in Kyiv.

There are also rules for color composition. For shop windows, they are also very important. You need to choose the main color, a color spot (the so-called glare fang), on which the buyer will focus his attention, and build the rest of the "picture" on its basis. Cost of design

The cost of window dressing depends on a huge number of parameters. For reference, we will give a few figures.

A new mannequin ("headless") for advertising clothes in shop windows will cost you about $300-400 apiece.

A simple decoration of two square meters of a showcase with a self-adhesive film will cost you from 200-300 UAH. (this includes both a sketch, and curly cutting of a film with a plotter, and a sticker).

Commodity-plot or just a composite showcase will cost you no less than $500. The design of an open showcase of one large sports store in Kyiv (two planes of about 12 sq.m each) cost the owners at least $5,000.

Cheaper or practically free (excluding the work of a decorator) are shop windows decorated with beautiful promotional materials of product suppliers (usually perfume and cosmetic stores go this way).

A classic showcase for a large clothing store (regardless of size) with four dressed mannequins will cost around $1600-2000. But this is a one-time investment (the main part of the amount will be spent on the purchase of mannequins) - then the mannequins are simply dressed in clothes of new collections or, at most, decorate the space around them with something else. This "something else" could be cloth, children's toys, paper, and so on. Accordingly, you will have to pay extra for the purchase of these materials (provided that you have a full-time decorator).

...AND WHAT IS "BAD"

Unusual and attractive showcase solution - textile. The clown is made voluminous, in the form of pillows, and therefore it turned out to be very good-natured. Moreover, part of it (back) is located in one showcase, and the head is already in another. This created a single image of the showcase.

Showcase does not like:

1. Untidy, unkempt. Especially - dust on the scenery and unwashed glass.
2. Cheap materials (decorations made of cheap plush, poorly colored papier-mâché, ordinary electric light bulbs screwed into "soviet" cartridges, etc.). And in general, the use of copies of the advertised product in the windows, for example, photographs on light-boxes (boxes with illumination) instead of a "live" thing, is considered unjustified.
3. Lack of sense of proportion. When an exhibition of store goods is made from it (showcases), thereby cluttering it up and creating the impression of a cluttered warehouse.
4. Grilles on glasses. Of course, if you do not trade in these same gratings or forged products. In other cases, it is better to replace the grilles with durable (armored, bulletproof) glass.
5. Ordinary and mossy. At least once a year you need to change the exposure. Ideally, the display should be changed from season to season, from one discount season to another. Even if you have a food store where there are no discounts and seasonality, still occasionally at least rearrange and swap displays in the windows.
6. Schematics. With the rare exception of the figure, the logos applied to the glass look rather wretched and unimpressive.
7. Kitsch (if this is not the designer's idea). The impact "on the forehead", through a direct analogy - a purely post-Soviet approach.
8. Mannequins without arms and legs, if they do not fit into the general design idea.
9. When the interior space of the trading floor is poor, and the showcase is open. Especially if the display window is huge, and the internal perspective of the hall behind it is not visible (for example, it is blocked by some kind of counter, worst of all, if its back side).

NO PERMITS REQUIRED

No window display permits required. Do what you want, when you want.

AUTHORS? AUTHOR!

In the West, in the windows of large shopping centers one can sometimes see a photo and biography of the artist - its author.

This work is highly paid there. In our country, unfortunately, shop windows are seriously dealt with only in those stores that are located on the main streets, and even then not always.

WHO DESIGNS

In large stores and supermarkets window dressing (where they are! In Kiev, not all supermarkets have shop windows. - Ed.), As a rule, full-time decorators are engaged in window dressing. They must have an art education (but not necessarily experience as window dressers).

In other stores, window dressing functions are often performed by trained (again, in-house) merchandisers or designers.

Those who cannot afford to maintain a full-time decorator have to use the services of hired decorators. Often, decorators from large stores cheat by decorating other people's windows.

In addition, such artists can be found in advertising agencies specializing in outdoor advertising, in design studios.

Large shops are often styled by the advertising agencies of which they are clients.

For those who are looking for a graphic designer, we can advise you to visit art institutes and look for promising guys with good taste there.

DESIGNER'S ADVICE

Olga KONDRATIEVA,
designer of "Grand Gallery" clothing store:

- The main thing that is required from a shop window is that people want to enter the store. In my opinion, the most working (in terms of attracting customers) are product windows. People are inherently lazy. And a showcase should not only attract the attention of a person, but also encourage him to buy. This is best done with the help of a product displayed in a window with beautiful price tags.

A non-objective (non-commodity) showcase makes a person think, and the first rule of merchandising says that a person should not think - he should see and then subconsciously decide whether he needs this product or store.

And story-like display cases are not good for increasing sales in a store, but, perhaps, for increasing loyalty to a particular brand, that is, they work for the future. We quite often change the exposure, change the clothes of mannequins. This happens once a week. We set ourselves such a deadline.

In our country, no one teaches the proper design of shop windows. For example, I am a fashion designer by education, and I gained experience abroad - I just went and watched how shop windows were decorated there, what materials were used, etc.

© Alevtina Kukharchuk "BUSINESS"

Glass showcases from the manufacturer, low prices in St. Petersburg

Whatever plastic window you install (German, Russian, French or another manufacturer), a situation may arise when, with the onset of the first frost, even from the most expensive and reliable window it can suddenly blow. What is the problem here?

Oddly enough, modern technologies for the production of plastic windows and doors exclude the options for depressurization and the creation of drafts. To identify this reason, it is still necessary to pay attention to whether this is a marriage of installation or the production of a plastic window. It is also possible that the measurer made a mistake somewhere and made an oversight that gives you trouble.

The probability that a window production error is negligible, but still exists, such a reason should be eliminated by the manufacturer during the warranty service of your window groups. Let's analyze additional options for why it still blows from your plastic windows.

One of these options is the low quality of components, which significantly worsen the technical parameters of window groups. Components must be manufactured only on specialized equipment that is adapted for the use of finished products for plastic windows. If, nevertheless, the components are made in a handicraft way, then this indicates a discrepancy with the technical conditions and technical regulations for the production of plastic windows.

One such example is a bead. The handicraft glazing bead falls out of the grooves during the first frosts and temperature changes, and therefore the integrity of the plastic window structure is violated. At low temperatures, plastic tends to change in physical parameters, and, therefore, a bad glazing bead will not withstand the vagaries of the design of a plastic window.

Exactly the same problem will arise with the sealing gum. If your gum is made somewhere in China, then we can safely say that during the first frosts it will dry out, burst and instantly become unusable. The tightness will be broken along the perimeter of the sash of window groups.

The fittings that are used when installing plastic windows must strictly match your window. “Similar” fittings can damage a plastic window faster than a glazing bead and sealing gum. Therefore, a manufacturer that installs “similar” rather than “native” elements of window fittings is most likely deliberately going to manufacture deliberately defective windows.

Do not forget about the main element of the window - the profile, which can also play a cruel joke on the state of window groups. A low-quality profile will simply crack at the first temperature drops, and your window can be safely “buried”, then you will have to order a new window, which you are unlikely to want to install from low-quality materials. There is another problem known as the "window growth effect". In some cases, the walls of the window become thin, and, consequently, the entire structure is deformed under the influence of the laws of physics.

This aspect refers to the quality of the production of window groups, but in order to get a clearer picture of why it still blows, you need to pay close attention to the installation process.

The quality of installation work depends on the qualifications and skills of a specialist, on what materials he works with, and also on what working tool he deals with when installing window and entrance groups in your house.

Learn more

• 
  Deck edge detail
• 
  Chefs in a kitchen
• 
  How much for a fitted wardrobe
• 
  Beige colored walls
• 
  Kitchen shelving decor ideas
• 
  Entryway tile pattern
• 
  What do squirrels not like
• 
  Garden furniture design ideas
• 
  Sleeping with head facing north
• 
  Narrow yard landscaping ideas
• 
  Ideas for narrow hallways