CTE3835 Final Review Exterior of the Store Introduction Signs Marquees their entrances Outdoor Lighting How and where we display depends largely on the architecture and fenestration of the structure the physical layout of space and the fixtures inside the building The store s sign on the outside of the building makes the first impression on the shopper Some older stores have marquees or architectural canopies extending out over Exciting place to start the display of a storewide event or promotion This type of display requires an extra expenditure of electrical energy and the effect of the lighting is limited to the twilight and evening hours Most effective for holidays and store events Outdoor fabric banners are inexpensive and expendable Colorful eye catching eye filling devices The display should not only attract and excite it should also reinforce an idea and present dimensionally Planters flower boxes and plants outside a store add to the general ambiance of the store Dramatize window presentation by adding depth to the setting Banners Planters Awnings Supply shelter during inclement weather Make viewing a window display more pleasant during the heat of the day Cut down on the glare and reflection in windows FOUR TYPES OF STOREFRONTS Windows in Storefront Design Straight Front Straight front windows run parallel to the street May be closed back open back or elevated Windows in Storefront Design Angled Front Entrance is recessed from the street Display windows lead back from the street to the entrance creating an aisle for Windows in Storefront Design Arcade Front Series of windows on either side of the entrance wall which is set back Windows in Storefront Design Corner Window Faces two streets that are perpendicular to each other In many cases the mall or shopping center may dictate the type of storefront the retailer may have the shopper from the street Mall Storefront Mostly straight fronts Open Facade No visible barrier between the shopper on the mall aisle and the store Displays may come out to meet the shopper Glass Facade Closed Facade Display windows to one or either side of the glass doors that are usually open during business hours Store interior can be viewed through the glazed facade A closed opening Suggests something special or a sense of belonging Appeals to teens and tweens as well as to upscale boutique shoppers Exterior of the Store Vocabulary Operational signs relate to the day to day business of a store listing store hours return policies emergency exits locations of help phones department locations and fitting room policies Optical center its focal point where the eye naturally comes to rest just above the center point roughly a third of the way from the signs top edge Windows What is your story Design style Content Message What do you need to consider Closed Back Windows Important to continue theme inside store A display window with full back wall sides and a large glass window facing the pedestrian or street traffic It is also known as an enclosed window Bank of windows a run or group of windows Pier a wide area of masonry that acts as a divider between the windows The display window may also be one very long run on window of 20 20 or more feet The only visible divider in the run on window is the thin metal band that retains the plateglass windows Closed Back Windows Issues Tinted glass Glare Reflection Curved Windows Recessed windows Closed Back Window Floor Raised floor Raked floor Elevator type windows Most window display floors are finished with parquet wood titles or carpeted in a neutral and subtly textured broadloom Some visual merchandisers use floorboards cut out of fiberboard to cover the existing floor These floorboards can be painted or covered with fabrics Other visual merchandisers use vinyl floor titles to create color and style changes Back of the Window Back of the traditional display window goes from ceiling to floor and is usually fully constructed Removable panels or sliding door Depth of window can be cut down with screens or panels The part of the constructed window back that faces into the store may be part of the main floor interior It may be shelved It may be hung with merchandise Or it may be a backup for a counter area In some stores there is a storage area between the back of the display window and the actual selling floor Ceiling Often quite high and made of concrete or some other impenetrable material Window lighting equipment often set into the ceiling If there is a side lighting source it should be covered or hidden behind a panel or teaser Installation of a ceiling grid is a good investment The grid may be metal wire pipes or even wood lattices The grid should ideally be dropped to about 9 feet off the floor and it can be suspended by pipes bolted into the ceiling or hung by chains The ceiling grid facilitates moving lighting fixtures to where they will be most effective and permits the wiring to snake through the grid and then be dropped down to the most convenient electrical outlet When window displays are constructed as rooms sidewalls may be painted out or used as part of the display theme The display person may also opt for panels or fins set against the front glass and angled in toward the center of the window This is a structural arch that is used around the window glass Enhance the theater like setting of a display Consists of a top valance and side valances A small specialized presentation makes the product seem more precious more Sidewalls Proscenia desirable and unique Masking It can be used to create shadow boxes Masking the partial concealment of a window presentation s view A good mask is removable and not a permanent installation Masking reducers the size of the window by making an opening for viewing that is smaller The mask enhances the enclosed presentation and makes it appear more important and more concentrated By using the mask concept vertical dividers set against the glass can create a series of openings out of the one long stretch of glass Types of Proscenium and Masking There are several types of proscenium and masking that visual merchandisers use depending on the size of the window where the window is located and the type of display they plan to create Venetian Blinds Window Shades Foam Core and Board Lath Lattice Panels Plants Ribbon and Streamers Bamboo Blinds Wrapping Materials Natural Materials Open Back Windows wall Panels Store interiors Disadvantages Offers a direct view into the