The art of the window display 💥 Do you have what it takes to be the best in NZ?

Sophie Hill is RX's resident Retail & Visual Experience Designer and she has worked with brands internationally to bring retail environments to life. We asked her for some tips and tricks to help or inspire retailers to take the step to enter this year's GIA Awards - especially the newest one the4 GIA Top Window Award.

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We're beyond excited to launch the 2024-25 GIA Awards! And to top it off, this year we're thrilled about the newly introduced GIA Top Window Award.  

As we continue our search looking for retailers selling house + homewares to participate in the GIA Top Window Award contest, we also wanted to provide some inspiration and advice for those who want to be in the running. As such, I will be wandering around Auckland or wherever I am in the world exploring retail.

What does it take?

The judging criteria focuses on three main categories 

• Originality and Creativity (theme, concept, special effects) 

• Merchandise Presentation 

• Professionalism: Execution and Technical Aspects (lighting, attention to detail, signage, copy) 

You don't need big bucks to create big impact 

This is a huge opportunity for retailers in New Zealand. Particularly for small and medium enterprises...those who are a little unknown, to tell their story, talk about their brand and show people what they're made of.  

And you don't need big bucks to create big bucks - all it takes is to use your product to do the heavy lifting.

So what makes a great window?

A whole bunch of things come into play.  

Colour

This doesn’t necessarily mean in-your-face, bold, brash colour [although it can]. It could be a beautiful collection of tonal colours, neutrals or monochrome, brand colours [think Tiffany] or a seasonal palette. 

Composition

Balance, repetition, focal points. These techniques are tried and tested…and when done right can be quite captivating. 

Storytelling

Brand, seasonal, event. Telling a story adds value, generates interest and forms a connection. 

Lighting and props

Elevate and support displays 

Movement, digital screens. 

Surprise and delight!

Bring the fun. Stop people in their tracks…make them look twice at something unexpected. 

And this is just to name a few. 

One store hitting more than one of these marks is Milly’s Kitchen in Auckland’s Ponsonby.  

Milly’s windows are ever changing [crucial], always have a theme and they go big at Christmas. These guys never fail to bring a touch of whimsy to their windows – this time it appears those pesky teddy bears have been in the kitchen messing things up. 

• This particular window featured LeCruset product – which was on promotion at 30% off.

• There’s a lot going on here but the limited palette of yellow and silver keeps the display calm, yet impactful.

• Using themed or complementary colours with product also creates upsell opportunity – in this case for those who want to curate their cookware and dinnerware in the home.  

• Props support the display but the product is still the hero.  

Surprise and delight, colour, storytelling. This is not big bucks – but it is big impact. Love your work Milly’s. 

In the coming weeks and months I’ll be scouring New Zealand, as well as looking at examples abroad of great window displays, with a focus on the home and homewares categories.  

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Does your store have what it takes?  

Request an Entry Pack: https://bit.ly/3YdVfHK 

Or do you know a homewares retailer doing a great job with their windows? Please share this blog with them and encourage them to participate. 

It's free to enter and the lucky kiwi winner will have the incredible opportunity to jet off to Chicago to represent New Zealand at the GIA Awards, with flights and accommodation covered. 

Learn more here: https://www.rxgroup.co.nz/gia