Canadian retailer Hudson’s Bay Company is one of the oldest department store chains in the world. Its origins date back to the early days of Canada, when explorers traded furs to earn their livelihood. While lesser department store names like Eatons and Sears have been torn apart by the whirlwind of change in the retail business, The Bay is still going strong.
The Hudson’s Bay flagship store on Queen St. in Toronto exemplifies the golden age of retail, when there was no Internet and department stores were the go-to destination for a family’s clothing and housewares needs. Like all proper department stores, this one features several large window displays at street level.
Window displays are the department store’s visual greeting to the prospective buyer. A well-done display not only shows the products being sold, but says something about the store and the type of shopping experience it offers. And naturally, this is all done with the bottom line in mind: a catchy display can turn a passing pedestrian into an impulse buyer.
On the cusp of the 2017 Holiday Season, Hudson’s Bay has reignited the glory of traditional retail with a stellar collection of window displays adorning its Toronto flagship store. As diorama artists, we know that window displays are simply large dioramas. The combination of professional talent and generous budgets behind these displays can yield spectacular results, and we can learn a great deal by studying them.
The first display we’re going to look at features three vintage style streetcars circling a stylized Toronto cityscape, complete with a Christmas tree, City Hall and skating rink. To give you an idea of the scale, the streetcars appear to be about O Gauge. They aren’t running on track, but glide elegantly along a loop circuit with no visible means of locomotion.
I’ve spoken before about how light and motion can be used to increase the impact of a diorama. This one checks both boxes. In terms of motion, we have not only running streetcars, but a rotating Christmas tree and animated skaters. Lighting is also used to good effect: the tree, skating rink and building windows are all illuminated. The near total absence of colour gives the display a distinctive look. A uniformly white palette creates a magical, wintery atmosphere and blends all the elements together into a visually cohesive whole.
If you like to build dioramas and want to learn more about how to optimize the visual impact of your work, you might like my new book, Diorama Design. It’s available in both ebook and print formats at Amazon.