The Art of The Display

Recently we had the window of our Soho store redone by the exquisite New York-base window designer Polar Buranasatit, the windows are inspired by relaxed outdoor dining and spring gardening, evoking a lifestyle that feels rejuvenating, fresh, and effortlessly inviting. Lush textures, vibrant colors, and unexpected details bring the displays to life. Below is an interview with Polar.

CLIC: Can you tell us about you?

I am a New York based visual presentation specialist and retail consultant. After working with several international retailers , I decided I want more creative freedom using my own original ideas. So, I have been working independently with clients to create a unique experience ranging from eye catching window displays, in-store displays, pop ups and more. But my true passion is really window displays.

CLIC: Your windows ( reference to clients) always feel like an invitation into a story. Where do you find inspiration for a new display?

Inspiration can come from anywhere and anytime. My head is always thinking. Most of the time I get inspired by the given products, whether its shape, colors, or pattern but sometimes it can come from somewhere or something unexpected. I like to think outside the box and my clients seemed to appreciate my way of thinking.

* Alice in Winter Wonderland window for Harney & Sons Soho in New York City

CLIC: Can you describe in a few words your creative process with Clic?

Definitely! First I did a store visit to familiar myself with their window spaces and the surrounding area. It’s very important to understand the client’s aesthetic and their clientele to create a successful window. I was so inspired by many unique interesting products in the store and came up with 2 separate concepts. First is funky artsy vibrant to showcase these fabulous one of a kind home decors and objects and the other idea is outdoor garden dining to showcase unique gardening tools, dining wares and lifestyle products. Then I created the design sketches, got approved, made most of the props myself and then installed.

CLIC:  When you think about CLIC, what is the first image that comes to mind?

Unique artisanal items.

CLIC:  How important is the product selection in your creative process?

It’s very important to have harmony in my window. Choosing products with the same aesthetic and color scheme helps to achieve that goal and also make the window look stronger and more focused.

CLIC: How do you create that special effect to make people look at the window?

It can be many things from creating a focal point to direct people’s eyes to the products by a strong composition or dramatic lighting to draw attention and a strong narrative.

CLIC: Is there a particular season you enjoy designing for?

I know most window display designers would say holiday since it’s supposed to be the most wonderful time of the year and always has the biggest budget but I prefer spring because the season represents the new beginning and a sense of coming out from an unpleasant time into something warm and positive. I can also interpret it in many different ways whether using colorful florals and lush greenery or fun organic shapes in soft pastel or vibrant colors and also various materials to play with.

CLIC: Beyond aesthetics, what feeling do you hope visitors experience when they look at a Clic?

I hope they will feel the magic I have put in and want to take their time to explore and immerse themselves in it.

CLIC: Finally, how would you describe the perfect window display ?

The perfect window display should grab attention from shoppers and give the right narrative to showcase the products and brand image while the decorative elements and graphics should complement or enhance the products instead of competing with them.