Loft: Geneva Commons, Geneva, Illinois
Walking past the store the first thing I noticed was the sign. The little detailed letters and the way it is presented makes everyone stop, stare, and ask questions like how did they do that? It also makes you read the subheading too. Both signs are at eyelevel and are easy to read. There is little merchandise in the window, put the way it is presented is key. Both of the mannequins are wearing eyelet tops which goes with the eyelet theme and the picture in the background. The mannequins balance each other out. The mannequin on the floor is wearing black on the bottom and white on the top while the mannequin on the box is wearing the colors opposite of the other mannequin. The mannequins being at different levels also plays a major part in the window. The view first looks at the sign, then the mannequin behind the sign, then the eye goes to the right and up from there. This gives the window an smooth flow and the eye evidently looks at all of the merchandise making viewers want to go in and shop. This makes the window objective immediate action. All in all, the window portrays perfect unity and has a clear lesson for viewers.
The first thing I noticed about this window was the signage as well! I love the simplicity of the lettering, which definitely goes along with LOFT's aesthetic. The opposition of the colors of the clothing on the mannequins is such an interesting observation! It is definitely a neat way to even out the rhythm and flow of the window display.
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