CTE 3835 Final Exam Review Store Exterior 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 Marquees or architectural canopies extending out over their entrances Exciting place to start the display of a storewide event or promotion Outdoors lighting 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 Banners Outdoor fabric 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 this adds depth to the setting Awnings Supply shelter during inclement Cut down on the glare and reflection in windows 4 types of windows 1 Straight Front run parallel to the street May be closed back open or elevated 2 Angled Front entrance is recessed from the street Displays windows lead back from the street to the entrance creating an aisle for the shopper 3 Arcade Front Series of windows on either side of the entrance wall which is set back from the street 4 Corner Window Faces two streets that are perpendicular to each other 1 2 3 4 Windows inside the mall 1 Open Fa ade No visible barrier between the shopper on the mall aisle and the store Displays may come out to meet shopper 2 Glass Fa ade Displays window to one or either side of the glass doors that are usually open during business hours Store interior can be viewed through the glazed fa ade 3 Closed Fa ade A closed opening Suggest something special or a sees of belonging Appeals to teens tweens and upscale boutique shoppers 1 Window 3 Things to consider for the window design style content message and importance of a continuing theme Closed Back Windows Enclosed Window a display window with a full back wall sides and a large glass window facing the pedestrian or street traffic 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 plate glass windows Issues of closed back window glare reflection tinted glass curved windows and recessed windows Raised Floor Raked floor Elevator type window Most window display floors are finished with parquet wood tiles 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 tiles 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 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 Ceiling grid 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 May be made out of metal wire pipes or even wood lattices Sidewalls rooms that be may painted out or used as part of the display theme Proscenia This is structural arch that is used around the window glass Enhance the theatre like setting of a display and consists of top valance and side valance It is a small specialized presentation that makes the product seem ore precious more desirable a unique Masking the partial concealment of a larger window and making it small Good for shadow boxes and it s removable Not permanent The mask enhances the enclosed presentation and makes it appear more important and more concentrated Types of Proscenium and Masking There are several types of proscenium and masking that visual merchandisers use depending on the size of the window and type of display they plan to create Shadowbox window items smaller items jewelry shoes and accessories The shadow box is a small elevated windows used for the close up presentation of special merchandise or accessories Lighting is usually limited to a very few miniports or pinpoint spotlights and the lights are generally directed right on the merchandise Open Back Windows They offer a direct view into the selling area and beyond because there is no back wall Pros Panels Store Interior Cons Glare Reflection and Lighting Island Windows is a window that has glass on all four sides allowing the merchandise presentation to be viewed from any angle and any direction Presenting merchandise is a major problem because there is glass on all four sides so nothing can be left unfinished Lighting is serious because it can create a barrier due to the reflection and glare Special Windows Elevated Windows a window in which the floor is higher thus closer to the eye level of the average viewer Deep Windows Tall Windows Usually higher than 9 10 ft They utilize proscenium and masking The lighting is usually so far above the merchandise or mannequin that accent lighting is useless Instead they relay on side lighting Make your own display sheets of glass from floor ceiling either flanking glass doors or off to either side of the glass entry Visual Merchandiser must often create their own window Window Merchandising Functions Fashion apparel windows feature o The store s newest trend merchandise How current trend garments may be coordinated with accessories o Home fashion windows feature o o o The latest dining trend Candles dinnerware and table linens that relate to the dinner theme Furniture and home furnishing accessories Promotional windows feature Products that are part of an advertising strategy promoting an entire line of goods a single item or a special storewide event Holiday themes Sale windows announce o o o Drive by windows feature o