Nothing like Christmas time to think about good windows, those windows that generate memorable experiences for customers.
How to generate scenographic compositions to dramatize Differentiating Experiences for clients?
The composition consists of creating a picture that must “attract attention”, “awaken interest” and “leave a pleasant memory that makes it a memorable Shopping Experience for the customer “.
Many say that “less is more” but, in reality, the ideal is to set up scenes that identify the consumer and generate positive feelings towards the brand. A few weeks ago, many parts of the world celebrated Halloween and most stores were decorated for the occasion.
But what merchants are looking for is to differentiate themselves and offer the consumer a memorable experience when entering their business. Every business must find the best way to reach its customer by analyzing their tastes and fantasies.
Ralph Lauren in New York opted for a simple style for the little ones and a slightly more detailed style for the older ones.
Marc Jacobs, on the other hand, sought impact and differentiation by creating a highly memorable shop window. The thematic but subtle decoration is also in vogue in big cities. Luxury brands opt for differential windows but with “class”.
On Fifth Avenue in New York, you can see well-lit storefronts, themed but free of exaggeration.
The Windows Of The Big Brands
Big stores around the world are acclaimed for their distinctive staging in their windows and inside the premises. Macy’s, Saks, Bloomingdales, and Selfridges, for example, are famous for their stained glass windows and in-store decorations at different holidays throughout the year. Christmas is the great star and the efforts of Visual Marketing for this time are reinforced by these brands.
Christmas 2022 showed monumental achievements: Macy’s presented scenes of daily life, with mobile dolls that achieved great identification in the public. Bloomingdales integrated technology into its decorations and featured stained glass windows with more than 100 screens that formed a Christmas landscape; but the one who preferred to fully adopt the new technologies was Saks who, in his Fifth Avenue store in New York, presented a 3D game on his façade.
Customers expect to be surprised by our proposals, which must be able to touch their feelings and consequently trigger experiential purchases. If retailers turn their stores into Experiences, people will want to spend more time in them and will gladly pay more for what they buy.
Trends In Visual Marketing For 2023:
2022 was a very strong year in terms of Visual Marketing, which predicts great stage creations for this year.
Looking objectively, the big trends for 2023 are:
Add people to the windows. Truly putting together a play that invites customers to come in and have a memorable experience in the store.
Use of 3D images. The distinctive and unique experience of viewing such a 3D game and light show elicits extreme sympathy and remembrance in the viewer.
Scenographic creations in the stained glass windows. It is necessary to create true scenes that are intimately related to the consumer, which are a reflection of their daily life and, therefore, achieve a strong identification and a close bond with the viewer, showing that they understand them and know what is What does he want.
Trends lead us to realize that we must conceive true scenographic achievements, through the use of color, lighting, music, smells, temperature, and all those actions or activities that involve the viewer, awakening the desire to return for more memorable experiences.
The staging is not only to decorate but also to beautify or accommodate orderly. The scenography is one more interpreter of the work that is staged.
Certainly, it must transmit a marked familiarity with what is proposed so that the situation of use of the goods or services offered can be easily evoked, but above all, it must reveal the internal force of the work (its thematic axis) and organize the space. in relation to the staging, the actor (employees), and the public (customers).
Here the scenographic has a precise meaning; It is due to the need to create an environment and support to involve customers in a Shopping Experience. The “scenographic setting” is the construction of a spatial metaphor that emerges from the dramatic concept contained in the thematic axis.
Conclusion
The decorative or ornamental is devoid of dramatic sense. The usual mistake is to confuse the decoration or the order/neediness with the scenery. The decoration has value by itself, it is autonomous from any dramatic content.
The scenographic is an expressive element of stage language, it helps the theatrical story and the client is immersed in the dramatic event that we are representing. It must be aimed at triggering a reaction in the “emotionality” of the client.
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