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Tag: window

“Ultimately, the window is a billboard,” Jonathan Anderson said, explaining why he plunked a giant, very British-looking teapot in the window of his new JW Anderson boutique in Milan instead of a dress. “It’s about storytelling: How do you draw people into a store?”

RELATED: What to Watch: Rei Kawakubo Strips Down Window Dressing

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“A window display is a first insight into the brand image, but it still has to attract people and catch their attention,” agreed Simon Porte Jacquemus, who recently installed a cherry-topped cup of whipped cream the size of a Fiat 500 in the window of his Avenue Montaigne store in Paris. It winks to his Marie Antoinette-tinged fall collection that was paraded at the Chateau de Versailles last June.

The two designers are among the ringleaders of a new style of window dressing where clothing is strictly optional, but creativity, bombast and surprise are a must.

“The product is not enough — to retain your customers, you need to entertain them,” said Julien Steenman, who teaches visual merchandising at the Institut Français de la Mode in Paris. “You bring your customer into your universe in a very big and bold way. You need to be quick and efficient today.

“The window becomes the manifesto of the brand.”

Reliant for more than a decade on e-commerce and wholesale channels, Jacquemus first dipped a toe into physical retail last year and was keen to “test disruptive ideas instead of conventional manners of selling.”

“We have always been playing with everyday objects and memories in each of our shows, campaigns and collections so it made sense to us to revisit them in a very absurd and gigantic way,” the designer said, referring to the giant popcorn machine and toaster that have dominated the window “to attract

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The exhibition Incarnations, the body in the macLYON collection, Act 1, taking place from 24 February to 9 July 2023, takes as its starting point the body in its organic dimension, the carnal matter as it is modelled by the artists who use it as their object, subject, and support, as well as the medium of their artistic practices. Visual H View of the exhibition Incarnations, the body in the collection - Act 1, from February 24 to July 9, 2023 at macLYON, France Artwork by Henry Ughetto ? Photo : Lionel Rault ? Adagp, Paris, 2023

The exhibition Incarnations is taking place from 24 February to 9 July 2023 (Picture: Lionel RAULT)

They say beauty is in the eye of the beholder, but what if the beholder was naked? Would that enrich the experience of the viewer and allow them to forge a personal relationship with a piece of art?

That’s the hopes of one French museum, which requires visitors to strip naked before they enter the exhibition.

The macLYON, the museum of contemporary art in Lyon, is hosting an exhibition on the human body, requiring its visitors to take off their clothes to really immerse themselves in the experience.

The 90-minute session will run until July, followed by a drink and chance to discuss the experience with other people.

The museum is hoping to attract visitors since other daring exhibitions around the country have been seeing success around the country.

The exhibition challenges the famous adage of 17th century philosopher René Descartes who said ‘I think, therefore I am,’ as it focuses only on our mental existence, and not the bodily.

The show, named Incarnations: The Body in the macLYON Collection, is in partnership with the French Naturist Federation, with tickets costing €11 (£9.73).

The exhibition takes as its starting point the body in its organic dimension, the carnal matter as it is modelled by the artists who use it as their object, subject, and support, as well as the medium of their artistic practices (Picture: Lionel RAULT)

‘Our idea is to question the issue of the body in a given space, to see how bodies interact with other bodies,’ a spokesman for the macLYON told The Times.

Frédéric Martin, the branch chairman, said: ‘It’s interesting to experience an exhibition totally naked. That makes us focus on our own perception of ourselves, with a social

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