Engaging audience through windows
To me, design excellence in window design is giving form to ideas with beauty and emotional power. Great window design aesthetics for any brand should be imaginative and explanation free. The audience should be engaged by experiencing the design.
This year, three of our windows in New York will feature interactive elements. The audience will be able to use a steering wheel to drive a toy truck from the outside. In another window, people will be able to touch the glass in front of a dog’s nose while the other side of the window will make the dog’s legs move up and down, scratching itself. Most importantly, one interactive element will take a “selfie” photo of visitors and quickly appear in the window wearing a Santa hat.
Concept, ideas, fabrication, and the result
My goal is to create windows that are both visually intriguing and have a clear point of view. After determining a theme, the focus then becomes fabrication which is the most challenging portion of the process. Trying to transform thoughts into actual 3D props and characters with animation is no easy task. I continuously place myself in the audience’s shoes in order to make sure the details are well defined and the storyline and fashion message are clearly conveyed.
Reuse of materials, sustainability
We hold onto almost everything for possible reuse. We repurpose our windows from one Macy’s location to another annually.
Redefining the traditional
Our holiday windows symbolize magical thinking and storytelling, where we celebrate not only children’s imagination but our own inner child. This year, we have combined our homage to today’s tech-savvy kid with a nostalgic dream to be Santa. This theme is depicted through combining the technological and interactive elements with old school artistry forms, a unique marriage resulting in originality and artistry. Macy’s 2019 holiday windows combine tradition and modern technology with gorgeous visual elements. We are following our hero’s, “Santa girl”, imagination as she takes a fun journey to embody Santa’s spirit of giving. The windows include thousands of LED lights and neon ropes, rotating characters accompanied by an extraordinary interactive game, and a selfie moment where the viewer will appear in the iconic Macy’s windows.
The effects of installation on consumer behavior
Lots of LED neon lighting and chrome-plated metals create the sculptural pieces in 2019 holiday windows. The mood is festive, celebratory, and the customer will feel it. Animation, LED screens and interactive moments capture our sophisticated customer’s attention.
As far as colors, I like to utilize colors that complement the fashion during the fashion installs and during the more theatrical installs such as holiday and Flower Show focuses on jovial colors to reinforce the mood.