Abstract
Fashion has always been closely linked to communication, evolving from aesthetic styles to a language expressing social identities and values. This process has been amplified by digital tools, creating dynamic communicative networks across media. Contemporary fashion communication encompasses all stages of production and meaning-making, blending tangible and intangible elements. Shop windows, traditionally just product displays, have taken on a new role as spaces for experimentation that bridge the physical and digital. This article examines how shop windows have evolved from simple boundaries between store interiors and real life to active spaces for engaging the public, transforming them from passive observers into co-creators of meaning.
Keywords
Fashion Communication; Performing Arts; Windows Display; Fashion Shows
DOI
https://doi.org/10.21606/drsf.110
Citation
Linfante, V.(2025) The Shop Window as a Communication Platform: From Product Showcase to Experiential Narratives, in Quartier, K., Iannilli, V. M., Spagnoli, A., Elli, T., Prinsloo, I. (eds.), Designing Retail & Services Futures Colloquium: Sustainable Retail and Services Futures, 14–15 May, Milan, Italy. https://doi.org/10.21606/drsf.110
Creative Commons License
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License
Conference Track
Full Papers
The Shop Window as a Communication Platform: From Product Showcase to Experiential Narratives
Fashion has always been closely linked to communication, evolving from aesthetic styles to a language expressing social identities and values. This process has been amplified by digital tools, creating dynamic communicative networks across media. Contemporary fashion communication encompasses all stages of production and meaning-making, blending tangible and intangible elements. Shop windows, traditionally just product displays, have taken on a new role as spaces for experimentation that bridge the physical and digital. This article examines how shop windows have evolved from simple boundaries between store interiors and real life to active spaces for engaging the public, transforming them from passive observers into co-creators of meaning.