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In Search of the Perfect Daytime Storefront: V. Opportunity Created, then Missed

These storefront designs fight the exterior “visual noise,” which would actually be a lot worse had these photos been take at noon instead of early evening, by framing their storefronts with bright not reflective graphics in patterns compatible with their particular brands. Judging by the photos it is an effective solution. The shops clearly stand out of the view as a result. Where they fall apart is about how they have merchandised, or in this case not merchandised, the window once they have the attention of the passerby. It looks like they have created an opportunity and then missed it. They send me searching through my stacks for a picture to Photoshopped into the window so that I can see the full effect had the job been completed.

Bridget Gaddis, is a Licensed Architect and LEED-accredited Professional practicing nationally, and locally in the Washington DC area. She holds professional degrees in both Architecture and Interior Design, and with a comprehensive background in commercial retail design, planning and construction has completed projects for such for such well known brands as Chloe, Zegna, and Bvlgari. Her career began in tenant coordination and site planning for two well-known Cleveland developers, followed by six years in store planning for a national retailer. After a move to New York City in 1997, she spent the next years working for architecture firms specializing in retail projects. In 2011 she started her own practice in Alexandria, VA. Ms. Gaddis is the author of two blogs dealing with architectural subjects.

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