Those of you who are regular readers of the Everyday Tourist blogs will know I love taking photos of urban street life in storefront windows. For me, it is the best format for “street photography” as I can be incognito.
I use the term “window licking” because it sounds a bit weird and fun at the same time. The term is from the French words for window shopping, which when translated literally into English is “window licking.”
Window Licking History
“The eighteenth and early nineteenth centuries saw an evolution in shopping spurred by a faster turnover of manufactured "fashionable" goods and an increase in department stores selling them. These shops pioneered new techniques of window display. Rather than piling their stock up - as had been common in markets and bazaars - they sold goods in mannered and self-conscious window displays, intended to sell nonessential goods.”
Link: Window Displays
There was a time when department stores would have full-time window dressers who like curators at a public art galleries, would research and carefully plan seasonal window displays to capture the pubilic’s imagination. To “wow” them to come into the store. This is still the case in fashion centres like New York, Paris, London and Milan, but not so much in places like Calgary, Edmonton, Winnipeg or Hamilton.
Selfridges in London has perhaps the most iconic storefront windows. Harry Selfridge the founder of one of the world’s signature department stores was adamant when designing his store in 1909 that it must have large windows facing the street. He even brought with him a widow dresser from the American department store Marshall Field’s which was noted for their window displays. Many of the early episodes of the TV show Mr. Selfridge focus on the importance of the windows as a means of attracting people into the store and the important role of the “window dresser” as part of the stores branding.
Today the use of street windows as a key marketing and sales tool has been forgotten by most retailers. As a result most “Main Street” experiences aren’t as much fun as they use to be.
Great cities are often defined by their great shopping or “High” streets. Places where the sidewalks are animated with people coming and going. Places, where the windows are carefully curated with art gallery-like exhibitions of objects. They can make a street become a tourist attraction.
Vancouver Window Licking
I was pleasantly surprised to find the art of window dressing still very much alive in Vancouver, especially in the high end fashion shops along and near Alberni Street.
However, it wasn’t only Alberni Street. I found fun windows wherever I went from Strathcona to South Granville. Sure many of them were in upscale shops, but some of the more unique ones were in off the beaten path places like the BC Stamp Works. I found great windows in local grocery stores, as well as the Army & Navy store in New West.
Here are some of my favourite Vancouver windows….
In my opinion, cities today are placing too much attention (and money) on the design of the streetscape as a means of attracting people to their shopping streets. If landlords and retailer want to attract more people to visit their shops they would be far better off hiring a professional window dresser to create fun, funky and quirky windows on a regular basis - at least quarterly if not monthly.