In the world of luxury, the physical in-store experience remains a central element, despite growing digitalisation. Shop windows, in particular, play a crucial role: they are the first impression the customer has of a brand and, often, the only way to arouse immediate emotions in those walking down the street. In this context, window design becomes an art form, a way to tell stories, express brand identity and engage those who observe. We talked about it in the third season of the Lusso 360 podcast with Stefano Barni, Global Head of Visual Merchandising and Window Design at Tod’s. With a career that has seen him work for iconic brands such as Bottega Veneta, Givenchy and Maison Margiela, Stefano explained to us how window design is not just a question of aesthetics, but of emotion. Each showcase is designed to convey the essence of the brand, to tell a story, to arouse desire.
Unlike visual merchandising, which focuses on the organization and presentation of the product in the store, window design is a more creative and evocative expression. It is the first point of contact with the customer and must be designed to attract and stimulate. The challenge is to find a balance between the brand message, the visual design and the sensorial experience that a shop window can create, even without the physical presence of a product.tto.
Luxury shop windows are not just a showcase for the product, but a vehicle to convey an emotion. This approach is fundamental for brands that aim to build a deep relationship with their customers, where every detail – from the materials used to the arrangement of objects – contributes to creating a unique atmosphere. True luxury today focuses on the complete experience: it is not just the product, but everything that surrounds the customer. A luxury store must be able to offer a 360-degree emotion, where every element must be designed to enchant and involve. ss, gentleness, empathy, humility, and sensitivity.
