Holiday decorations on the facades of department stores are not just a beautiful sight but also a rich tradition. The history of this custom is full of fascinating moments, cultural breakthroughs, and competition that have contributed to making the view of illuminated windows an integral part of the Christmas season.
The tradition of decorating stores for Christmas has a long history with various cultural origins. However, it began to flourish more in the 19th century, mainly in the United Kingdom and Germany. The Victorian era in England played a significant role in shaping current holiday customs.
One of the first trading houses that contributed to the development of Christmas decorations was the department store “R.H. Macy & Co.,” now known as Macy’s. In 1874, they organized the first Macy’s Thanksgiving Day Parade, which over time became a significant cultural event. Introducing holiday ornaments in store windows and organizing spectacular parades contributed to the commercialization and widespread adoption of the tradition of holiday decoration.
Over time, decorating the facades of department stores has become increasingly creative and competitive. Modern technologies allow for the creation of incredible installations.
In historical facades, traditional lighting dominated, often based on glowing lamps and ornaments. Modern decorations use advanced technologies, such as energy-efficient LED diodes, allowing for intense and dynamic lighting effects. 3D projections and interactive elements have also gained popularity, giving designers freedom in creating unique scenography. 3D modeling programs and advanced animation software allow designers to experiment with form and style, making modern Christmas facades more complex and personalized, providing unique experiences to customers.
Historical facades often focused on traditional holiday motifs such as snowmen, angels, or stars. Modern decorations emphasize creativity and artistry, often combining abstract elements, modern forms, and interactive solutions.
In today’s world, environmental awareness is also growing. Modern holiday decorations on the facades of fashion houses are often more energy-efficient, using eco-friendly technologies and materials.
In the past, facades were decorated primarily for the local community. Modern Christmas decorations, in addition to attracting the attention of passersby, are also designed with social media promotion in mind. Interactive elements that can be photographed or recorded are gaining popularity, allowing brands to reach an even wider audience.
Decorating the facades of department stores is a way to build a sense of community. When well-known brands engage in creating magical Christmas scenes, they demonstrate their commitment to tradition. Modern light art on store windows not only attracts attention but also evokes emotions, making holiday shopping a unique experience. In today’s society, attention is not only on products but also on the experiences associated with them.
This is an excellent opportunity to attract customer attention and increase sales. Competition among fashion houses during decoration arises from the desire to stand out, capture social media attention, and build a positive brand image. Modern decorations often take the form of spectacular artistic installations, making the entire process more like a work of art, attracting the attention and admiration of consumers. It’s also a way to build strong relationships with customers through emotional engagement in the holiday atmosphere. Christmas decorations are not just temporary ornaments; they are a fascinating journey through history, creativity and competition.
02.05.2024
The project in the capital of Austria is a monobrand store located in the Auhof shopping center.
