Displays have become more than just window dressing
Store display has entered the information age. A series of window vignettes
offered to jewelers by the Swiss watch company Jaeger-LeCoultre is one example.
Each window depicts one of eight steps in the process of watchmaking. Photos
of artisans engaged in each stage - such as designing, creating a prototype
and engraving - are displayed along with the appropriate tools and short
explanations of the particular technique. In back of each display is a photo
of the corresponding workshop at Jaeger-LeCoultre's factory in the Vallee
de Joux. Product is shown on either side of the props.
There are other signs of the trend. Also in the watch realm, Tourneau's
year-old flagship store in Manhattan features historical displays and interactive
computer kiosks that answer customers' watch questions. And Only Diamonds,
the new diamond jewelry store founded by ex-Sterling chief Nathan Light,
has an exhibit area for displaying antique diamond-cutting equipment, along
with a library stocked with jewelry books for customers to peruse.
|Each of Jaeger-LeCoultre's window vignettes depicts one of eight steps in
the watchmaking process.|
The first showcases the design stage, the second details the making of the
prototype and third looks at engraving.
Copyright © 1998 by Bond Communications.