The power of retail windows + community
We hear it all the time, “community is everything.” Brands invest millions into online connections (and rightly so), but are we overlooking a timeless, tangible connection tool? Store windows.
There’s magic in a great window display. Think Audrey at Tiffany’s. Toyshops and bookshops from childhood. Killing time window shopping at the airport. A retail window isn’t just glass; it’s a creative canvas for storytelling.
Having worked in theatre, ballet, and retail marketing, I’ve seen how powerful visual storytelling can be. Working at Swarovski HQ cemented my love for combining visuals and words. My fave part of the job was flying back from Zurich to the UK every December to do a competitor analysis of the Christmas retail windows. Selfridges? Always stop #1!
Even in an online-first world, physical connections still matter. A window is a brand’s 24/7 expression touchpoint. It’s cost-effective, creative, and too often overlooked. This isn’t just for big brands. Small businesses like cafes, bookshops, hairdressers, and estate agents, this is your chance to stand out on the grey, generic high street, tell your story, and connect with your community. So, here’s my two pence worth….
Share stories.
Origin stories shared in-store are good. Bold moves to share them on store windows are even better.
Engage passersby 24/7.
Include QR codes, links, or CTAs for after-hours browsers.
Collaborate.
My hometown of Leamington Spa is good at this, with stores and cafes collaborating with local artists to forge deeper connections. I’ve even helped a few of our local independents craft their window messages.
Speak to people, not to customers.
Sure, generic messaging works, but I would appeal to high street chains to speak directly to the community. Make an effort to reference local landmarks or events to make your messaging relatable. Even something like a coffee shop sign with “Been to Jephson Gardens with the kids? Treat yourself to a coffee and a quiet break—come on in!" will hit differently.
Bring the joy.
Don’t play safe. Use bold, fun text, playful designs, and displays to brighten a dreary high street.
the ROUND-UP
Now, it’s time to delve into the abyss of my seemingly endless snaps of retail windows that have caught my eye over recent years.
Local brand windows (Leamington Spa)
My hometown does a pretty good job of collaborating with local artists like Gemma Grao and Michelle Abrahall to bring retail windows to life.
Anya HINDMARCH WINDOWs (london)
Whenever I head to the Big Smoke, I have to pass by Anya Hindmarch’s Village Hall concept store, that’s featured a fashion fruit and veg store, the Anya Mart, and The Ice Cream Project. The execution is exceptional and brings joy, color, and humour to the high street.
Fortnum & mason COLLABORATION WINDOWS
One of my favorite artist-brand collaborations was Fortnum & Mason's 2021 “Joy Window Takeover,” featuring six theatre set designers. It provided a creative outlet for Theatreland talents affected by pandemic closures. Marvellous!
Selfridges, London
Selfridges creates some of the city's most inspiring window displays, consistently challenging convention and collaborating with up-and-coming brands and artists. Here are two of my stand-outs in recent years.
The Joke Shop Concept, 2024.
The Shambles, York, UK
London and New York are known for their great retail windows, but I was really impressed by the historic streets of York. It felt like walking through a Harry Potter set, each window telling its own story. There were even long queues of people waiting to get into the stores.
Origin TALES + BRAND stories
Many brands reserve their origin story for the inside of their store (looking at you, Pret, and Nando’s). But that’s a missed opportunity. Why not share a glimpse of your story with those who haven’t yet stepped through your doors?
These are just a few of the countless snapshots on my phone, but I’ll save the rest for another round-up sometime soon. In the meantime, you can check out more of my favorites on my Pinterest board.