The Cincinnati office of
Landor Associates decorates its windows, but not with mannequins or oversized posters. The branding and design firm instead displays giant works of art in its windows. Like curated shows, the displays have themes that are tied to the people who work at Landor as well as what’s going on in Cincinnati. The displays add to the urban landscape much like murals on the sides of buildings.
The windows start at the corner of Seventh and Race streets and end at the entrance to Landor on Shillito Place. The firm changes out the windows four times a year; currently, Landor’s windows feature an artistic, interactive display called "Peep Show" that promotes the bi-annual photography exhibit
Fotofocus.
Creatively using massive, street-level window space isn't a new idea. Window dressings were once a big part of advertising for department stores, they've become a mostly lost art. Since Landor moved into the old Shillito space, the firm wanted to pay homage to their history. At the same time, the windows offered opportunities to showcase Landor’s talent and innovation.
The current display boasts something that's a bit outside of the box. There’s a camera across the street that broadcasts a live feed of the windows, so passersby can see themselves looking at the display. Hence the display’s name, “Peep Show.”
“No idea is crazy anymore here at Landor,” says Steve McGowan, Landor’s executive creative director.
As with many businesses, Landor is getting closer to technology and how consumers are using it. There are social media aspects of “Peep Show”—Landor created a hashtag (#LandorPeep) and an Instagram feed so people could take photos of the windows and share them via social media.
Landor’s windows have not only created a buzz online; they’ve caused a buzz on the street, too. On any given day, people stop and admire the windows, says Mara McCormick, senior client manager at Landor. They’ve even called Landor to tell the firm how excited and inspired they are by the windows. Landor does the window displays for internal inspiration, but they also want to get the creative juices flowing in the community around them.
Landor professionals suggest that, even if you’ve seen the windows during the day, take the time to view them at night, when the lights, the video and the atmosphere of the street offers a very distinct experience.
By Caitlin Koenig
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