Case Study One, Part 7: Printemps Dept Store Window

Photo: Printemps Department Store, Paris, Eva Glele/copyright Francis Peyrat: Page 78.
Morgan, Tony, Visual Merchandising: Window and in-store displays for retail, page 78, Lawrence King Publishing Ltd, (2008 London)



In this window, color is used as a tool to catch the viewer's eye and draw them into the scene. Red is a vibrant, energetic color used to create drama and elicit a passionate response. The pattern and texture of the red background corresponds with the pattern and texture of the gown. Red is reflected in the gold balls and the gold balls are reflected off the floor creating interesting points of light. The shadow of the red background overflows onto the sides and bottom of the light colored gown. The shadow and reflections of red almost make this appear to be a monochromatic color scheme although it is not. This is a very theatrical window created with very few props. I see only four: The model/gown, the red backdrop, the round things on the floor and the gold balls. Because of the layout of the scene, the gown is not overshadowed by all of the red and the gold because they are a backdrop to the gown, they enhance it.