Exterior of a Store

8/13/2019 Exterior of a Store

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Topics to be covered

Exterior of a Store

Types of Store Fronts

Types of Windows Planning a window display

Themes & Schemes

Designing a Window display Window Standards & Maintenance


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Where to Display

Store Exterior


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For retailers to be successful, they mustfirst entice customers to enter their stores.

Even before stepping through the door,

customers receive their first impressionregarding the retailers character andimage.

The store exterior and windows must beinviting, with the intent of bringing thecustomer into the store to spend money.


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Store Facade

Signage3D Branding

Marquees

Outdoor lighting Banners

Planters

Awnings Windows


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Signage

Signage at the entrance of the building makesthe first impression on the shopper.

How the sign is lettered, the material used, the

style of the lettering, the color- all are important. Its size and scale, in proportion to the stores

faade ,the size of the building, and the signsaround it, can make points for or against the

stores image. Unlit or missing light bulbs are definitely minus

points.


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Signage

Flaking paint, cracked and peelingbackgrounds, and outrageous, highlyluminous colors can also be minuses.

The sign should be the stores Signaturepersonal, origional, and recognizable.Itshould make a statement.

Three types of signages can be seen atthe entrance - Store Directory, StoreBranding & Ticket in window.


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Signage

Store Branding


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Store Branding


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Signage

Ticketing in Window


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Signages

Store Directory/Store

Map


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Marquee/Canopy/Cantilever

Architectural canopies

Extend out from

entrance

shelter

Used for display of

storewide events or

promotion orannouncements.g.

change of season


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Marquee/Canopy/Cantilever

A flat topped marquee is an excellent

place for the grouping of seasonal plants ,

foliage.

Local shops are using this area for

keeping Fridge, buckets, everyday use

items (sometimes impulse items).


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Outdoor Lighting

The use of hundreds and hundreds of

lights on building facades and canopies

can be most effective for hundreds and

store events.

The lights can be drapedor swaggedor

wiredto frames to form recognizable

symbols or letters.


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Outdoor Lighting


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Outdoor Lighting


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Outdoor Lighting


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Outdoor Lighting


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Outdoor Lighting


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Outdoor Lighting


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Banners

Banners are inexpensive

Eye-catching and eyefilling devices.

Banners to be effective

should be frequentlychanged.

Should be used afterintervals.

They can be hung fromcanopy or flagpoles.

Stores logo can be putup in the banners.


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Banners

Banners are usually

used during sale

period or to promote a

special event orpromotion.


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Planters

Add to the general

ambience of the store

(Specially if it is concrete)

Can reflect seasons.

Dramatize the window by

adding depth to the

settings.

Denote good

neighborhood friendliness


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Awning

It is attached to a building without any

support of column.

Awnings make viewing a window display

more pleasant during the heat of the day.

Some people use the awning as a device

to cut down on the glare and reflection that

turn show windows into giant mirrors


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Awnings

The awnings can

become part of a

seasonal display or

announce a storewidepromotion.


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Windows & Store Fronts

ANGLED FRONT

The store entrance is recessed from the

street and the display windows lead back

from the street to the entrance, creating an

aisle to the entrance.

The windows may go back at an angle to

the entrance.


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ANGLED FRONT

More walking space

for the shoppers and

potential customers.

Display merchandiseon the pane of glass

towards entrance.

AN ANGLED WINDOW


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ARCADE FRONT

The arcade front consists of a series of

windows with backs and three sides of

glass, coming forward from the entrance

wall, which is set back from the street.

The windows are peninsulas of glass

attached to the store and are usually

under some kind of overhead cover.


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ARCADE WINDOW

The shopper enters

between protruding

display windows.

The windows arepeninsulas of glass

attached to the store

and usually under

some kind ofoverhead cover. AN ARCADED STOREFRONT


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CORNER WINDOW

The corner window faces two streets that are

perpendicular to each other.

It is a window with a double exposure anddouble traffic.

Usually, this window will have two adjacent

panes of glass meeting at right angles.Most stores convert this type of window into a

triangular plan


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CORNER WINDOW

The two glass frontsare the legs of thetriangle and the longback wall is the

hypotenuse.

AdvCut off spacebecomes storagearea.

DisadvCustomerscan find themselvesdistracted by viewer.

CORNER WINDOW


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Closed-Back Window

It is the typical display window with a full back

wall, sides, and a large plate glass window

facing the pedestrian or street traffic. It is also

known as Enclosed Window. More drama & excitement can be created.

Glare in the glass that blinds the shopper and

cut down on the visibility of the merchandise

presented.

Another problem is reflection.


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Closed-Back Window


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Open-Back Window

It has no back wall, but offers a direct view

into the selling area beyond.

LimitationParticular problems for lighting

and background presentation.

* Difficult to maintain a sense

of excitement in the window.

* It requires special handling.


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Open-Back Window

Glare & Reflection in the window are stillproblems.

Spotlights that are used to light the

window merchandise may be irritating tothe customer as he or she approaches theopen-back window from inside the store.

One may use a panel, screen, drapery, orribbon curtain to partially block the view ofthe store interior.


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Open-Back Window

Desired color and texture can be used tocomplement the merchandise andpossible deliver the season or promotional

message. When a panel, screen, or fabric curtain is

used to separate the selling area from theselling space, without completely closing itoff, the decorative device should be placedfinished on both sides.


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Open-Back Window

A display platform in front of the window glass

and create a formal display there.

The platform differentiates the display area from

the selling floor, and the presentation is viewablefrom both the sides of the store.

People who are on the street will see not only

the merchandise display, but also other

merchandise and any activities taking place on

the stores main floor.


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Open-Back Window

Open-Back window displays must be

simply propped and carefully focused or

viewers will miss the fashion message in

the competing visual clutter.

O B k Wi d


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Open-Back Window


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Semi-Closed Back Window

Architectural divider of some kind toseparate the display space from the storeinteriors.

The divider must be compatible with thestores interior theme.

This type of window is very effective for

small stores. Even big retailer in India are also usingthis of windows.


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Semi-Closed Back Window


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Island Window

It is also called a lobby Window.

It is a window that has glass on all foursides, allowing the merchandise

presentation to be viewed from any angleand any direction.

It is displayed in the round.

Revolving table display or moving podiumdisplay is very effective for this type ofwindow.


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Island Window

Lighting is a serious problem, because the

overhead lights will be visible from all

sides & strike a passerby full in the eye.

Light on the glass can actually create a

barrier, preventing the merchandise from

being seen.

Problem of glare and reflection getsmultiplied by 4.


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Island Window

AN ISLAND WINDOW


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Special WindowShadow Box

It is a small, elevated window used for the closeup presentation of special merchandise oraccessories.

Different size made, but it is usually about 3 x5, either portrait or landscape.

It is usually shallow (18 or 24).It is higher fromthe street level than the standard displaywindow. It is done to bring the merchandisenearer to eye level and the closer scrutiny of theshopper.


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Lighting used is minispots or pinpoint

spotlights, and the lights are generally

directed right at the merchandise.

StoreJewelry, Shoes, Selling only smallitems, Cosmetics, small leather goods.

Strong color contrasts are required to

attract the shoppers eye for dramaticeffects.


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S i l Wi d Ele ated


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Special WindowElevated

Window

A shorter, headless,

or legless body form

may also fit in the

low- ceiling windows.


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Special Window Elevated


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Window

Another technique for

showing merchandise in

these shallowed, elevated

windows, without the use

of a three-dimensionalform is called flying, by

which the garments seem

to be moving, soaring

through a display windowcontrolled by invisible

wires, pins & sometimes

ropes are also used.

Special Window Elevated


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Window


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Special WindowDeep Window

The depth of the window in proportion tothe store is more . This invites problemslike : *too much merchandise

*too many mannequins*too much electrical energy for

lighting.

*The back may be so far from thefront glass that showing merchandise inthe rear may be worthless.


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If the deep window has an open back,then with screen or drapery with finishedback can reduce some depth of the

window as well as providing a setting foranother display, which can be viewablefrom the inside of the store. Thus bycutting the depth 2 display areas can be

created by telling 2 differentmerchandising stories & creating shoppinginterest.


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If the deep window has a closed back, the

Visual Merchandiser may build a new back

wall, closer to the glass line, and utilize the

space between the existing back wall andthe new back wall for the storage of

props, fixtures, and/or mannequins.


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Special WindowTall Window

When the windows height touches theceiling.

It is better to add a valance or Branding or

proscenia. It will visually cut down theheight but may look odd with thearchitectural look of the building.

The overhead lighting is not effective asaccent lighting. The VM has to rely on sidelighting.


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Special WindowTall Window

In order to make tall window effective,show the lighting equipments suspendedfrom the ceiling.

Mannequins can be placed at differentheights so that can be viewed from thedistance.

Mannequins can be made to float, fly orjust be suspended in midair to grab theattention of the passerby.


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Windowless Store Fronts

Where display windows are replaced bylarge glass walls that separate the interiorfrom the exterior.

With space so costly and limited in thesegiant selling environments, the vastmajority of it must be utilized for selling.

The entrance is often a large glass frontthrough which shoppers may see theentire store or a portion of it.


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Instead of using formal display

installations, the stores merchandise on

the selling floor serves as the display.

In many malls, the trend is to eliminatestationary glass structures or windows

entirely and install sliding glass panels that

are pushed out of sight when the store isopen for business.


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Stores gain more accessibility from the

malls corridors.


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Components of a Window

Floor

Backdrop

Ceiling

Side Walls


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Floor

Window floors can be raised or the same

as of it is of store.

RAISED FLOORUsually 824 inches

above the store floor level.

It is not advisable to raise the floor

level above 24 because then the

placement of the mannequin is going to betoo high above eye level.


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Floor

RAISED FLOORDramatize an object.

The elevated position adds prestige

and also makes it possible for passersby

to see over the heads of windowshoppers.This is enough to make the

viewer want to come in for closer look.


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Backdrop

The back of the traditional display windowgoes from floor to ceiling and is usuallyfully constructed.

Some stores have removable panelsclosing their windows so they can, whenthey wish, change from a closed-backwindow to an open-back window, or

convert the display space into sellingspace.


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Backdrop

Where there is a constructed back, there

is usually a door or sliding panel that

allows for of mannequins, merchandise

etc. The size of the back opening and the

angle of entry can affect the size of the

props and what will or will not get into thewindows.


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Backdrop

It may necessitate making backgrounds

and props in sections that can then be

assembled inside the window.


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Ceiling

It is usually made of concrete. The window lighting equipment is often set into the

ceiling.

CEILING GRIDA grid is installed for hanging props

like ribbons, streamer curtains, ballons etc.* It is usually made up of metal wire, pipes.

* When the window is open-back, an attached ceilinggrid can be located where the display area ends and thesales floor starts.

*Grid should not be visible to guests from outside.


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Ceiling

Grids are replaced with channel settingalso.

LIGHTING - Track light & Flap lights are

often used in the windows to highlight themerchandise.


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S


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Side Walls

Where the display windows areconstructed as rooms , side wall may be

painted out or used as part of the display

theme.


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Pl i Wi d Di l


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Planning a Window Display

The first step when designing a window isto define a theme and the spirit (Mood) in

which you want to put things forward.

Then, find the Concept and that THE idea: that very special idea which will make the

difference visually. Concept & Idea will

help in differentiating from the rest of theworld.


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Plan

Plan

Plan Pl i Wi d Di l


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During Planning you also need to consider whatyou are aiming to achieve with your display.

Be clear with your aimshock, attract or causea buzz.

Window display should take a form of a story,incorporating other elements or props that eitherhave something in common with themerchandise or may be completely unrelated

but still maintain an artistic balance betweenprops and products.

Pl i Wi d Di l


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Different types of displayoptions areavailable to a retailer & accordingly Visual

Merchandiser plans the window.

After thorough research VM discusshis/her point of you regarding a window

display after coordinating with Marketing

team.

Pl i Wi d Di l


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Windows need not always be used to promoteany specific product. They can be designed to

stop passing potential customers in their tracks.

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Pl i Wi d Di l


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It is about developing a language to speak withinthe windows.

The language could be series of colors, shapesor textures.

You do not have much time (3 Seconds)to grabthe attention of the public; you need to grabthem straight away while they pass, but at thesame time there should be details that want to

make the customers stay there longer if youwant to.

ChecklistWhite Glove Event


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Checklist

In excel file attached with Hand out

Themes & Schemes


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Themes & Schemes

A theme is the topic of the windowpresentation.

It should include the color, the props and

the relevant merchandise that will makethe overall idea come to life.

For ExampleA swimwear theme may

include sand, palm trees, beach umbrella& shells.

Themes & Schemes


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Themes & Schemes

Schemes suits stores with many windows. A scheme takes on the theme but may be

adapted so that each window is different,

yet tells the same message. In retail chain stores window themes and

schemes will be carried into the store andused in the in-store displays as well(creating focal points & cluster) that iscalled as Docketin Indian Context.

Themes & Schemes


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Themes & Schemes

Print-work such as graphics or signagereflecting the window message is the most

effective and economical way of carrying

the themes in-store. It is always worth considering where to

place the in-store displays to gain

maximum exposure; Mannequins or Propscan be used to create effect.

Themes & Schemes


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Themes & Schemes

More attention is given to flagship stores. The challenge for the visual merchandiser for a

chain is to deliver the same message throughthe smaller stores as well.

This can be done by using a common thread,such as a color, a graphic or a prop.

All the windows are likely to be different sizes,even within multiple chain stores, so often morethan one option of display needs to be designedand produced.


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Themes & Schemes-


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Factors affecting creativity

This will generally be the same for certainsale items that need to be cleared quickly

from the store.

Themes & Schemes


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Themes & Schemes

In that case, it is always best to start off with asimple yet effective design that will win the

support of the retailer.

Understanding the products and the perceivedimage of the store will always be an advantage.

It is always expected by VM to present the

product well showing or exhibiting the prominent

features within the window using props insupporting role.

Themes & Schemes


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Themes & Schemes

In that case, it is always best to start off with asimple yet effective design that will win the

support of the retailer.

Understanding the products and the perceivedimage of the store will always be an advantage.

It is always expected by VM to present the

product well showing or exhibiting the prominent

features within the window using props insupporting role.

Themes & Schemes


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Themes & Schemes

First understand the theme and thenconsider what look and message you hopeto project to the customer.

It is best to start by brainstorming ideasand ascertain what message you expectthe customer to perceive from thepresentation.

Do not forget the style and shape of theproduct.

Exterior of a Store

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