Visual Merchandising & Window Dressing

The current creative outlook of the window dressing will be revised with an international view, analyzing its needs, objectives, typologies, compositions and conceptual approaches.
Nowadays, the merchandising and the window dressing are essential tools in order to reach the new consumer, more experienced, demanding and informed. The merchandiser, the window dresser, needs to know how to manage retail spaces, which are increasingly more swamped and more competitive, through the different specialized tools to make the consumer choose us, at the same time that the image of the brand becomes more powerful.
Knowing how to reach our consumer, recognising how he thinks and acts in front of the products and services offered by the market, or positioning the brand in the market is the mission of the merchandisers and the window dressing.

Aimed at
Designers, architects, window dressers, businessmen and students of these subjects. In order to take advantage of the course, it is recommended to have basic knowledge of Office (PowerPoint/Word/Excel), Suite Adobe (Photoshop/Illustrator/In design) and any design programme such as Autocad/Sketchup

Necessary material Laptop

• To understand the historical trajectory of window dressing as a social phenomenon, and to know the current situation of the window dressing and its objectives.
   
• To know the current outlook of the last trends in window dressing.
   
• To create, design and prepare, from a brand briefing, a creative concept for the façade of the show windows and the interior of a retail space.

2/ Internal disposition of the selling point

• Actuation calendar
• Atmosphere
• Preferential location
• Plant layout
• Circulation
• Proximity of items
• Sections
• Linear
• Landscaping
• Showcases
• Kinds of implementations
• Animation in the selling point
  • Sensorial Merchandising
    • Implementation stages
    • Areas of action

3/ The shop window and the city  

• The origin of the shop window
• The new subjectivity
• The shop window, the first impression
• Current situation of window dressing
• Role and objectives of the shop window
• What prestigious brands do

4/ Creativity as a selling tool

• The artistic shop window
• Artistic installations
• Artistic referents
• Inspiration points

5/ External disposition of the selling point / General analysis

• Exterior design of the selling point  
• Façades
• Access and entrance
• Exterior signs
• Shop windows and its typologies  

6/ Composition / Theory of composition applied to the window dressing

• Compositional weight
• Location
• Size
• Balance
• Direction and movement
• Rhythm
• Scale
• Shape and outline
• Colour

7/ Trip to visit and analyze selling points in the city: interiors, façades and shop windows

8/ Final presentation of the project

• Brainstorming
• Analysis of the presentation