Window displays, as the ‘face’ of a shop, have always been a creative stage for focusing attention, and each carefully crafted little space tells a different story.

　　In the 1870s, Macy's created New York's first Christmas window display, and along with the prosperity of the department store industry, this kind of dream-creating visual marketing has since become a must for every department store.

　　∆ Macy's.

　　Over the course of more than a hundred years, window styles have evolved several times, and the windows of each period are a projection of that era.

　　At the beginning of the 20th century, window design was influenced by the European modernist design movement, and evolved from a purely decorative approach to a rather artistic modern design style that often used the geometric formal language of architecture in its design.

　　After the war, due to economic stagnation and changes in demand, the design concept of window displays also underwent new changes, with the emergence of ‘organic design’ with its flexibility and curvilinear decorations, as well as the ‘pop art style’ characterised by saturated colours and bold lines.

　　Nowadays, due to the cultural differences between countries, various schools of thought have blossomed and window art has shown great complexity and versatility, with prominent representatives of the Dutch style school, the Russian composition school, and the American streamlined design.

　　Despite the variety of forms, the traditional image of a window display has always been a glass window facing the street. However, with the development of digital display technology, window displays, an art form that is more than 100 years old, are taking on a new lease of life.

　　Especially with the addition of LED window displays, window displays have been further stimulated to be more dynamic and creative, giving new ways to play with static windows.

　　PART-01

　　When Window Display Meets Technology

　　Walking through the busy streets, through the shop windows along both sides of the road, or see the models stand, or see the product display, the current shop windows, is gradually turning into a magic ‘poster’, attracting the public's attention. Nowadays, window displays with special features still help to focus users' attention and attract these natural customers into the shop, increasing traffic for the shop.

　　However, as window displays become more consistent and consumers become ‘aesthetically fatigued’, many retail shops are looking for changes to break the deadlock of homogenisation with the help of new technologies.

　　For example, the flagship Bosideng shop in Shanghai has a matrix window on the façade plus a large LED screen with a strong sense of technology, which echoes the dynamic sense of technology with the static display, adding a different view to the façade of the shop.

　　In retail shops, LED show-window displays are also gaining attention as an alternative to traditional windows.

　　Compared with traditional shop windows, LED showers with moving images can enhance the visual effect and create a sense of technology, freshness and coolness, so that consumers can better perceive the products and attract more traffic to the shop.

　　PART-02

　　Why Transparent Screen?

　　In major fashion stores, window screens have become an important medium for brands to promote their products, with vibrant and colourful animations to inspire more potential consumers to enter the shop and consume.

　　However, at the same time there is also a question, why than the transparent screen earlier than the emergence of the same image can be displayed on the traditional LED display screen, but for the shop window has not been widely used? Perhaps it can be answered from a different perspective.