This dissertation addresses the window display as part of the brand’s strategy of seduction, and the position of the window itself, which presents itself as both a frontier and a place of passage. The window display is to a brand what the stage is to an actor: a place to express, to dare, to reveal and to attract. The window display is the space where the brand can externalise its eccentricity. Studying the origin of the window display and its anatomy has identified four possible typologies, in increasing order of transparency, from the most distant to the most intimate: separation, encounter, cancellation and invasion.
