Ambiance in vitro - Les pouvoirs de l'étalagiste

The history of window display in France during the fifties and sixties tells us about the creation of strong relationships between this decorative art and theatre. Although decorations and classical principles of composition inherited from the old days did illustrate the very first statements of this art, window display designers also managed to settle visual ambiances in windows to tempt the modern public. Thanks to the clever use of paper, cardboard, metal and any kind of unexpected materials, including modern lighting, they created artificial environments enhancing consumer goods, and introducing dreamlands in the heart of the cities.