Pentagram: Saks 5th avenue window display

Saks 5th AvenueApproached by Saks 5th Avenues senior vice president  Terron Shaefer to redesign a holiday window for the company, Pentagon transformed the display to produce the idea of a divided world using snowflakes and bubbles, a common concept used by Saks to advertise their merchandise. The conceptual idea within the design includes “the subterranean world of the bubble makers and the imaginary world of the snow makers” contrasted together to be able to be transformed into a unique design. The design uses a narrative style which communicates with the audience, in this case shoppers of the store to connect them with the merchandise being advertised. I believe that by using a narrative Pentagram are able to communicate with the audience of the company in a unique way by producing a fairy tale style of narrative to not only physically stand out against other stores but to produce Saks as a unique, singularly appealing store to manipulate the audience into wanting to shop there. The narrative used within the display includes machines and mannequins to portray the tale. Obviously the mannequins are dressed in original Saks merchandise alongside being used to work the machinery within the scene. I find the whole concept of this work fascinating as they are using the merchandise that they want to advertise as an element within the structural movement of the display. Taken from a book named “Who SAKSMakes the Snow”, he display clearly creates a Christmas mood, perfect for the holiday season that the company are creating it for. Seen by viewers as “imaginative and mystical as it gives the impression of being a fairytale style fantasy” the display clearly depicts a positive emotion which is then forced upon the audience. The piece also includes an 8ft Yeti, linking to the mood of the piece and the concept. This element of the display can be accessed by the audience to have photographs taken with, this is a perfect way for Pentagon to ensure that Saks gains a wide customer base as they are communicating with their audience decoratively through the display and physically. Working directly with Saks, Pentagon produced this design as “eye candy” for the audience. This would force them to be drawn into the store, successfully working for the purpose of the piece. This design has to be one of my favorites form this company. Using the mannequins as advertisements and elements of the working display I believe is genius. The colours used appeal to me greatly as they not only link with the whole display, they appeal to the season they are created for, Christmas. Snowy white tones are used in large amounts, perfect to appeal to an audience during this christmas period. However, I do believe that because of the huge display being more of a theatrical performance it may draw the audiences attention away 111121_saks_p_3258_v3embedfrom the garments being used and force them to simply see this display as a performance and not an advertisement for the companies clothing. Overall it is clear that the piece is an overall success gaining endless admired reviews from a wide audience. Clearly numerous elements needed to be perfected by the designers when creating and designing this piece. Ranging from the  mechanical decisions to how the piece will work and the colours used to attract the admired audience. As an audience member, I admire the display and find it interesting to see how Pentagon had transformed the story into this theatrical design. However, I do tend to watch the performance side of the piece rather than admire the clothing, yes, it drew me into the display and forced me to want to watch it however for the opposite reason to why it should.

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