The evolution of Christmas trends in the Windows Production

The Christmas setting up have always been a crucial moment for Companies operating in our field: a well-conceived and represented concept will instantly capture the attention of both consolidated and new potential customers, intrigued by the setting up and inspired by the Christmas atmosphere.

However, it is only in the last 5-10 years that things have definitely changed, especially with reference to two aspects.

On the one hand, the Christmas setting up used to be assembled only around December, while today, especially in Department Stores and Malls, the installations begin to be staged as early as the beginning of November, depending on the different Countries and Cities.
In the more specific case of Luxury Brand, everything is postponed for a couple of days, so that the "Christmas Windows" are set up around the second week of November.

This is a well thought-out strategic choice: in this way passers-by begin to be influenced by the Christmas atmosphere and to anticipate the buying process, no longer limited to the month of December only.

On the other hand, the setting up trends have evolved; if before the tendency was to follow a more traditional Christmas model based typically on trees, colored balls, strands of lights, Santa Claus and snow, today is more about dare and experience, leaving room for more attractive, modern and sometimes conceptual expedients.

In both cases, the mistakes not to commit is the overfill of spaces, so as to avoid a situation that could lead to the opposite effect, and lights, which must create the right atmosphere without dazzle or disturb passers-by.

In this kind of projects, which must be coordinated in every detail, teams composed of dozens of people are involved, including designers, creatives, technicians, editors, windows dressers and visual merchandisers, who will take care, precisely, to decline the same concept in all commercial spaces.

At this point it is interesting to notice how for the setting up designed for Department Stores and Malls, including Liberty, Macy's, Sacks Fifth Avenue, Galeries Lafayette, Aishti, Bergdorf Goodman, Selfridges & Co. and Harrods, the rules are a little different from the Flagship Stores, so as to represent a real exception that proves the rule.

In these cases, in fact, we talk about real works of art that aim to privilege the visual and overwhelming impact of the entire store concept. That’s what happened with the glam rock party set up in 2018 by Selfridges & Co., with the 2017 circus inspired "Spectacular Spectacular" Christmas Campaign by Galeries Lafayette, with the 2015 fairy-tale Project "Once upon a time" by Harrods or with our 2014 Christmas Campaign for Aishti, characterized by contemporary tones and strong colors.

As for the Brand Flagship Stores, the tendency is to prefer a more streamlined Christmas concept, but with a strong visual impact, which aims to enhance the specific products offered by the Brand.

As anticipated, the trend of our days is to represent in a modern key and in a more conceptual way the canonical Christmas elements; which is why Louis Vuitton designed a Campaign where envelopes and gift packages become neon lights, Lanvin exhibited a woman overwhelmed by a pile of packages, bags and wallets, Tiffany & Co. set up a frozen display case whose protagonist is a small Tiffany blue robot and with the 2016 Longines Campaign we created a small magic box that captures the essence of the Christmas atmosphere.

Are you curious to discover our other Christmas projects? Visit our website and let us know what your favorites are!