Summary/ Response to Gene Moore Article

Even as a failed painter, Gene Moore has successfully created window displays for Tiffany & Co. Every two weeks, he creates a magical wonderland filled with entertainment for shoppers and passer byers. He takes an ordinary scene and makes it into something big and tells a story, for example, he takes an ordinary truck and forms a story with that truck by having it dumb dirt and diamonds. This reminds me of an oxymoron, two things that never go together. By taking a naturally grown or formed object, Gene Moore makes that object look more glamorous than it is.

When Gene Moore first started in 1955, his job was not to sell the items in the store, his job was to use his imagination and make the merchandise fit into his original plans rather than building around the merchandise. Throughout his long life, he’s been through a lot to get to where he is now. He didn’t grow up with his parents and he grew up with the idea that he was going to be the best painter in the world. Now that he isn’t, he is still the best window dresser in the world.    


Chapter 6 Summary

There are important components when it come to the general store display both inside and out. This includes signs. The store’s sign is the first thing that gives a shopper the first impression which is why the sign is one of the most important components. Another important part of a store is it’s awnings as well as marquees. Most stores have an awning or marquee extending outside of their store to protect the store from surroundings. It helps during the changing of seasons, as well as during a special event the store might be promoting. Outdoor lighting can create a decorative feel to the store as well as create a feel of natural light in the evening. Banners are important to use but should be used carefully. Banners create a fun and brings entertainment to the sore but in order to keep it as eye-catching as it should be, they should be changed when the seasons change, or when holidays end, or even when promotions end. Planters show shoppers how eco-friendly the store is and how friendly and inviting in general it is. It’s good to use planters especially when a store is in the city where you can’t see a plant inside. Although artificial is accepted, it’s always nicer with the real stuff! 

Windows in a store front design come in different positions to the street. Straight front windows run parallel to the street. With the angled front design, the store entrance is adjourned or cornered from the street, and the display windows lead back from the street to the entrance, creating an aisle for the shopper. The arcade front consists of a series of windows with backs and three sides of glass, coming forward from the entrance wall, which is set back from the street. The corner window faces two streets that are perpendicular to each other. A corner window usually will have two adjacent panes of glass meeting at right angles. Mall store fronts are fronts that are straight fronts—usually with a central opening and windows to either side or an entrance to one side and a window to the right or left of the opening. With the open façade there is no visible barrier, or separation, between the shopper on the mall aisle and the store. A glass façade has display windows to one or either side of the glass doors that are usually open during business hours. The closed façade is an oxymoron sort of façade development: a closed opening. The windows are completely blocked off, painted out, wallpapered over, or wrapped in graphics, and only the entrance to the store is visible. This appeals more to tweens and teens. 

I learned a lot about the importance of what to have and what not to have outside of my store. This helps for future references since I am creating my own store in class with some of these types of windows and outdoor displays.