7 types of retail window displays: Creative ideas for store designers

For brands on competitive high streets and in busy shopping centres, standing out from the crowd can feel like an ever-trickier task. 

Retail window displays are the crucial first point of contact between a brand and its customers. An effective window display can make all the difference between attracting shoppers or being overlooked. 

In fact, research from the Journal of Retailing and Consumer Services shows that window displays significantly impact consumer decisions, leading passers-by to choose whether to enter a store or not. Used strategically, window displays serve as powerful marketing tools that showcase a brand’s identity, generate excitement, and drive footfall.

Creating the most impactful display isn’t just about choosing a single format, though. Each store has unique needs influenced by its location, target audience, products, and brand identity. In practice, this means retailers must choose the type of window display carefully to ensure maximum impact.

In this guide, we explore the different types of retail window displays and share tips on how to make the most of each one.

The 7 main types of window displays

1. Open window displays

Open window displays have no barriers or backdrops (such as screens, walls, or graphic displays) behind the products, allowing a clear view through the display and into the store. 

This open design draws on the activity and ambience within the shop, creating excitement and a sense of curiosity. Ideal for brands that invest heavily in in-store experiences or feature prominent interior visual merchandising, these displays encourage passers-by to see what’s happening inside.

Advantages:

• Creates an inviting atmosphere that blends the store’s interior with the display.
• Encourages curiosity by showcasing in-store activity and ambience.
• Works well for lifestyle and experience-based brands with in-store activities or product activations.

Challenges:

• Untidy wiring or fixtures can detract from the presentation.
• Risk of overcrowding the space with too many products.

Best practices for effective open window displays:

• Keep wiring tidy: Manage any wiring and fixture visibility carefully to avoid a cluttered or unfinished look. Explore power delivery systems for a sleek solution.
• Minimalist approach: Avoid overcrowding with too many items or visuals that can overwhelm the space.
• Highlight in-store experiences: Use visual cues that showcase exciting in-store activities to draw people inside.

Example: A sportswear store might feature mannequins in action poses with open views of the shop floor beyond, integrating a live fitness demonstration that draws in passers-by.

2. Closed window displays

Closed window displays feature solid walls or backdrops that separate the display from the rest of the store. These walls can be permanent architectural features of the store itself or temporary installations for a specific product promotion or seasonal campaign.

This setup draws focused attention to the products on display without distractions from the interior. They’re particularly effective for luxury brands wanting to create high-impact, immersive promotions.

Advantages:

• Creates a controlled visual environment to spotlight specific products.
• Prevents distraction from store interiors, focusing entirely on the display.
• Ideal for high-end or themed product presentations.
• Provides additional merchandising space on floating shelves fixed to the dividing wall.

Challenges:

• Can feel isolating or detached if not executed well.
• Requires careful lighting to avoid a boxed-in appearance.

Best practices for effective closed window displays:

• Use luxurious materials: High-quality textures and finishes enhance the premium feel.
• Incorporate accent lighting: Use spotlights and LED lightboxes to highlight key products without causing glare.
• Add depth: Layered backgrounds and multi-dimensional elements prevent flat, uninspiring presentations.

Example: A luxury fashion retailer might use a velvet backdrop with LED-lit shelving to display limited-edition pieces against a rich, textured background.

Explore Unibox’s Magnetik shelving system for inspiration on how to incorporate floating shelves into retail displays.

3. Semi-closed window displays

As the name suggests, semi-closed window displays are a hybrid of closed and open. They strike this balance by using partial barriers or half-height walls. These displays allow glimpses into the store while maintaining a framed display area, creating a blend of structure and openness that suits a wide range of retail environments.

Advantages:

• Achieves strong visual balance, making it versatile for different store types and product ranges.
• Creates a sense of flow between the inside and outside.
• Can be manufactured cost-effectively thanks to modular or movable elements that are quick to update with changing seasons.
• Great for spaces with limited access to natural light, as daylight can still pass through the display into the store.

Challenges:

• Different illumination levels inside and outside the store can cause lighting issues (e.g. glare, and harsh contrast).
• Untidy store interiors can lead to cluttered aesthetics. 

Best practices for effective semi-closed window displays:

• Create visual depth: Use layered elements that draw the eye through the display and into the store, making the most of the partially open format.
• Highlight hero products: Focus on showcasing a curated selection of key items to avoid overcrowding the space.
• Opt for modular systems: Freestanding tension fabric systems (TFS) or movable partition walls are ideal for flexible updates and maintenance.
• Blend graphics with real products: Integrate branded graphics that match the store’s aesthetic, creating a cohesive visual transition between the display and the shop floor.

Example: A semi-closed window display in a fashion store might feature half-height tension fabric frames fitted with seasonal graphics (illuminated or non-illuminated), allowing customers to see both the showcased outfits and the stylish interior beyond.

4. Elevated window displays

Elevated window displays position products on plinths, podiums, or raised platforms to bring items closer to eye level. This technique is particularly useful for smaller products, such as cosmetics or jewellery, that might otherwise be overlooked.

Advantages:

• Increases product visibility by elevating items to eye level.
• Enhances the sense of prestige, especially when combined with high-quality materials.
• Perfect for smaller, luxury, or high-value items.

Challenges:

• Risk of appearing disconnected from the store floor if not integrated well.
• Stability issues if plinths or podiums are not securely anchored.

Best practices for effective elevated window displays:

• Use high-quality materials: By elevating displays, everything is the centre of attention. Specify quality materials where possible to maximise impact.
• Incorporate accent lighting: Use LED lightbars or spotlights to draw attention to elevated items.
• Vary heights: Create a visually dynamic scene by using platforms of different heights.

Example: A jewellery store might use mirrored plinths at varying heights, with focused LED lighting that catches the sparkle of gemstones and draws attention from afar. Glass display cabinets on top of these plinths provide the perfect secure merchandising space for high-value items.

5. Corner window displays

Corner window displays occupy the intersection of two exterior walls, making them visible from multiple angles and directions. They are particularly effective for stores located on busy street corners where pedestrian traffic approaches from different sides.

Advantages:

• Maximises visibility by attracting attention from multiple angles.
• Creates visual drama through the use of contrasting themes or layered elements.
• Ideal for showcasing new collections or products with intricate detailing.

Challenges:

• Complex to design effectively, as the angle can distort perspectives.
• Requires coordinated lighting from both directions to avoid shadows.

Best practices for making the most of corner window displays:

• Layer the space: Use overlapping elements to create depth, dimension, and extra visual intrigue.
• Adapt lighting angles: Make sure lighting is well-balanced from all sides to avoid dark spots.
• Dynamic graphics: Use motion graphics or illumination sequences (see Kinetik LED lightboxes for an example) to capture attention from different angles.

Example: A fashion or jewellery retailer might position mannequins at the junction with layered backdrops, adding visual interest from every direction. Corner displays combine well with closed window displays to create an immersive installation.

6. Island Window Displays

Island window displays are freestanding installations located centrally within a large storefront. These displays allow customers to walk around them, offering 360-degree visibility. They are ideal for flagship and department stores, where space allows for grand, dramatic presentations set within open-plan interiors. 

Advantages:

• Viewable from all sides, increasing exposure and interaction with key product activations.
• Creates a bold visual statement that dominates the storefront.
• Allows for multi-product displays and layered storytelling, which is ideal for seasonal or collection-based promotions.

Challenges:

• Requires a large, open area to avoid appearing cluttered, so not typically suitable for high street or small stores.
• Exposed on all sides, so requires consistent upkeep to ensure it stays looking impressive.

Best practices for leveraging island window displays:

• Create visual flow: Arrange products in a circular or radial pattern to guide the eye naturally.
• Use multi-level shelving: Tiered displays ensure all items are visible from different perspectives.
• Incorporate decorative lighting: Use statement LED fixtures to maximise impact and catch the attention of shoppers, even at a distance.

Example: A department store, such as River Island’s Bullring flagship pictured above, might feature an island display showcasing seasonal fashion collections, with mannequins at varying heights and LED signage emphasising featured items.

7. Shadowbox window displays

Shadowbox window displays are small, enclosed, and intimate showcases typically recessed into the storefront or framed by architectural features. They are designed to highlight single items or small collections, often creating a luxurious, gallery-like setting. These displays are particularly popular for jewellery, watches, cosmetics, and other high-value or intricate products.

Advantages:

• Enclosed, controlled environments force passers-by to focus on the featured products without distraction.
• The compact, detail-oriented setup reinforces the idea of luxury, which is perfect for premium items.
• Targeted lighting and close viewing proximity allows merchandisers to draw attention to key product details.

Challenges:

• Limited space means this type of window display isn’t suitable for larger items.
• Illconsidered lighting can cast harsh shadows or glare, obscuring the finer details of delicate items and ruining the luxury aesthetic,

Best practices for maximising the impact of shadowbox window displays:

• Use contrast wisely: Dark backdrops with calculated accent lighting can make the product stand out and add impressive drama.
• Layer lighting: Use ambient and accent LED lighting to create depth and dimension.
• Choose quality materials: With such focus on the products on display, any imperfection or cheap finishing will stand out.
• Don’t overdo it: Less is often more when it comes to shadowbox displays, especially smaller ones. Focus on celebrating one or two key products to avoid overcrowding.

Example: A luxury watch retailer might use a shadowbox display with a single watch on a velvet plinth, backlit with soft, warm LED lighting to enhance the watch’s metallic details.

Creative window display ideas for different sectors

At Unibox, we have decades of experience manufacturing displays for retail spaces of all types, shapes, and sizes, and we know one thing to be true: window displays are not a one-size-fits-all solution.

To maximise impact on customer footfall, brand recall, and product promotion, it’s crucial to tailor window display strategies to the sector you’re working in to ensure you resonate with your target customers.

For example, a high-end jewellery store selling exclusive pieces worth tens of thousands each will need a totally different approach to an edgy, eco-conscious homeware store selling large items of furniture.

Here’s an overview of what works for a range of different sectors, based on the tips we’ve picked up over the years…

High-street fashion and apparel

Fashion stores rely on window displays to showcase their latest collections and evoke a lifestyle that resonates with their target audience. An effective fashion display should blend creativity with practicality, balancing bold visual statements with clear product presentation.

To achieve this, you need a flexible display system that can change alongside seasonal trends and new collection launches. Think modular construction systems to create reconfigurable product displays and visual communication aids that can be updated easily, such as fabric-faced LED lightboxes.

Technology and electronics

Tech stores need to highlight innovation and sophistication while making complex products appear approachable. Window displays should be interactive, engaging, and visually striking to capture the attention of gadget enthusiasts and casual shoppers alike.

Crisp LED lighting is ideal here, with colour-tunable options making it possible to create branded environments for ultimate relevance. Minimalist display systems enhance the futuristic atmosphere, creating clean lines that mirror those of personal tech.

Luxury retail

Luxury brands require a sense of exclusivity and elegance in their displays. Shadowbox and elevated displays are particularly well-suited to this sector, creating intimate showcases that highlight the intricate details of high-value items.

High-CRI LED display lighting will allow customers to appreciate products fully and make rich colours feel all the more indulgent.

Home and interiors

Homeware and furniture stores benefit from displays that show products in realistic, aspirational contexts. Instead of simply presenting individual items, the focus should be on creating cohesive room scenes that showcase the lifestyle the products represent.
Lighting plays an important role in this by mimicking the effects of natural daylight in and around a home. LED lightboxes engineered to replicate the colour temperature of sunlight can give window displays a bright and relaxing feel while aiding product storytelling.

Common window display mistakes and how to avoid them

Sometimes, even the most experienced visual merchandising teams get it wrong. Whether it’s inappropriate lighting or poor-quality equipment, the wrong kit can ruin an entire in-store campaign.

Here are some of the most common issues we’ve encountered over the years, with recommendations on how to resolve or avoid facing them yourself.

1. Cluttered displays – Trying to showcase too many products in one space, no matter how large it is, overwhelms viewers.

Solution – Use space wisely, taking advantage of all the available display areas with clever retail shelving solutions and suspended signage.

2. Inconsistent branding – Mismatched colour schemes or outdated visuals can ruin an aesthetic and confuse customers.

Solution – Stay on-brand alongside changing in-store promotions by taking advantage of reusable displays that are easy (and cost-effective) to update. Tension fabric systems (TFS) can be used again and again, simply by replacing the fabric graphics.

3. Poor lighting choices – If lights are too bright or too dim, products end up looking unappealing.

Solution – Use adjustable, dimmable LED lights to give your in-store teams full control over the ambience of a product display and the ability to tweak light levels based on the weather and time of day.

4. Lack of maintenance – Damaged or broken displays tarnish brand perceptions and stop people from entering the store.

Solution – Prepare for maintenance from the outset by including dedicated access points for repairs and cleaning. Within larger lighting systems, maintenance hatches can be built directly into the framework to allow workers to fix broken components easily. 

Window displays with Unibox

As the UK’s largest manufacturer of LED lightboxes for retail spaces, we know how to create high-impact window displays that capture the imagination of passers-by. 

Our teams specialise in creating bespoke solutions that captivate shoppers and elevate brand presence. Whether you need modular display systems for quick updates or eye-catching illuminated signage solutions for maximum impact, get in touch with our experts to discover how we can help you stand out.