The official signal that the holidays have begun in New York City is the unveiling of the absolutely magical store front windows around town. The various images that passersby enjoy as they walk by or whiz by in taxis range from whimsical and fantasy-filled, to heartwarming and homespun. Here's a look at how the windows at our beautiful store on Lexington Avenue and 58th Street were created to bring our Gift Wrap Wonderland to life.
Prior to the holiday campaign, our fabulous visual merchandising team brainstorms the concept of our window displays. They take inspiration from many sources like Pinterest, blogs, trade shows and, of course, the imagery being used in the campaign's advertising and marketing. They sketch out their initial vision of the execution of the windows, and determine the gift wraps that will be used on actual packages in the space.
From there, our amazing team that we call Special Processing, goes to work in our Distribution Center - expertly wrapping the boxes that will be featured in the windows. Dionne and Dwayne are just two of the gift wrap gurus who ensure every corner is crisp and every fold is perfection.
Acrylic templates are used for each box size to make the wrapping process more efficient.
Roxanne and the team then pack up the wrapped packages with tender loving care so they arrive from Dallas to Manhattan in pristine shape.
Once the boxes arrive at our store on Lexington Avenue, our fabulous store team takes over, double-checking everything to ensure a smooth execution of the window installation.
Michelle, Marea, Curtis and Courtney are the bow stylists for the window set-up. They make the beautiful ribbon from our Gift Wrap Wonderland shine, providing inspiration for our customers. Tissue in totes are stuffed and fluffed to create the illusion that there's a glorious gift inside.
This year's windows play off of our Gift Wrap Wonderland messaging featuring stunning photography from our catalog and larger than life graphics capturing the true essence of the holidays - celebrating and sharing special moments with those you hold dear. Here, Megan and Heather unpack the window banners and sort them so they are ready to hang in the window.
The window banners are prepped with cable to hang them from the ceiling track in the windows.
The beautifully wrapped packages are ready for their close-up in the windows.
Just like little elves, the team transforms the windows - working throughout the night.
Our window graphics installation team applies the Gift Wrap Wonderland message with precision - directly onto the glass using a wet application of the material called Lintec, which is what the letters are made from.
And once the sun rises, the windows shine with holiday spirit. Instead of just using flat images, the team brought dimension through die-cut graphics layered in each window, along with the three-dimensional wrapped packages, utilizing the full depth of each display window and focusing on the product we sell…the complete gift presentation!
This window features a living room scene showing family and friends celebrating their time together. The large-scale back wall graphic and three-dimensional die-cut graphics breathe life into this happy occasion. Packages wrapped in an assortment of our gift wrap collection are embellished with beautiful bows and are placed around the scene.
A window highlighting a fireplace and Christmas tree scene with an exchange of gifts between two precious kiddos is a great example of the storybook diorama-effect used in all of the windows. The mantle and stockings pop off the wall giving the illusion of a real-life fireplace. The birch logs and fire are created out of our wrapping paper, and wrapped packages above the fireplace reinforce our gift packaging coming to life in the form of art.
A beautiful image of TCS Closets, our new, luxury custom closet collection, is also among the holiday windows with wrapped packages tucked inside the closet. We think this is the ultimate Christmas gift - TCS Closets!
Second level windows feature large scale images of our exclusive, signature collection of gift wraps directly above the display windows. Fun taglines like "There's Nothing Like The Present" and "Don't Get Your Tinsel In A Tangle" serve as a reminder that we can help with a stress-free holiday season.
It's in the evening when the Big Apple lights up and the windows glow with Christmas cheer. Great job, team, for the windows that are simply glorious and have us all inspired to fill our holidays with love, tradition - and of course - gifts perfectly packaged with the help of our one-of-kind Gift Wrap Wonderland!