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Store Windows in Los Angeles
By: Mari Davis Photos by FW Photos taken: July 1997
From high fashion to casual looks, Los Angeles will cater to your taste.
Three Ferragamo windows, each giving a different statement, the same yet different. Dark beige is the prominent color, a refreshing change from the almost all black which is characteristic of Ferragamo windows. White Silvestri forms were used, instead of the signature black Ferregamo articulated forms. Pedestals, covered with wood veneer showing wood grains adds the touch of naturalness. The beige drapes complete the presentation.
Imitating life is what mannequins do. They are made specifically to be the perfect salesperson - quiet, unobtrusive and yet catch your attention. The bigger than life photo of a model is the center of attraction on this window. Your eye automatically goes to it. The mannequin which almost has the same pose is the prop in this window -quiet, unobtrusive, not taking away anything from the main display, instead adding to it. No other props were used. The window could stand alone.
If a picture is worth a thousand words, then this one is really worth it. The window can speak for itself - the drama and elegance with the combination of lighting and two realistic mannequins. The mannequins can stand alone with the clothes. There was no need to add props to this window. The evening gowns themselves are more than enough to attract attention. Floor to ceiling banners made from materials that compliments the gown add to the drama. The backlighting that was used, added mystery.
It's hot...it's humid...but you cannot go anywhere...so where do you cool off? In the backyard! This window of three mannequins floricking in the backyard evokes a scene of summer in Anytown, USA- the white picket fence, the garden hose, and friends just hanging out. Notice the blue grass (made from felt) and the blue flowers. These props coordinate with the blue and white statement of the window. Notice the clever way the mannequin stands were hidden under the blue pad which is supposed to be the grass. The stands are hidden so nicely that you might think that the mannequins are standing on their own.
Two mannequins, lots of sunflowers and a mirror as backdrop, making the window look bigger and while adding 'more' mannequins.
This window is so Versace, the colors and the design speak volumes of Gianni. There is no need to even put up a sign.
One thing about Victoria's Secrets, they understand women of all ages. This window is a good example of how Victoria's Secret use brand spiraling to market their products. The window is a replica of their print and TV ads, their brochures and what is shown in their catalogs. Except for the two forms (the forms are exclusive for Victoria's Secrets), it is just like seeing their ads.
Bendies and photographs! This very engaging window for kids is full of color. You cannot help but look! The stairway from left to right follows the idea that we as Americans read from top to bottom left to right, a good use of concept for the Visual Merchandiser.
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Salvatore Ferragamo
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