i s w SERVICES
retail journal
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2025/03 Dior Joaillerie – Gem Dior by Isaac Monté
Two creative universes collide in this Dior Joaillerie in-store display crafted by Isaac Monté. Innovation meets nature.
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2025/02 KHAITE at Antonia – SS25
KHAITE’s SS25 at Antonia: synergy of minimal VM, thoughtful partnership & brand storytelling. Explore how less is more in luxury retail.
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2025/02 Moschino – Collezione 02
Adrian Appiolaza’s Moschino SS25 window display, is the collection’s advertising campaign brought to life.
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2025/02 Marina Fossati – Stella Marina
Stella Marina by Peter Hamer for Marina Fossati turns an aquarium into a dazzling display of jewels, iridescent waters, and hidden treasures.
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2025/02 Chanel – SS25 Pre-Collection
Chanel’s SS25 pre-collection display, feat. Gracie Abrams, is a “wardrobe” concept that challenges fleeting trends and seasons.
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2025/01 Gucci – Endless Narratives
Discover Gucci’s “Endless Narratives” window concept, its art-fashion approach, and how it’s dividing opinions on brand relevance in 2025.
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2025/01 Sportmax – RST25
Sportmax’s Resort 25 display with its red hue, clean design, and a bold yet elegant ensemble, proves that less is more.
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2025/01 Moncler Grenoble – FW24
Moncler’s Grenoble FW24 window display: a sustainable, tech-driven design balancing bold visuals with innovative retail strategies.
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2024/11 Hermés – Une journée de fête à la sellerie
Hermès’ 2024 holiday display, created with Gustaf von Arbin, blends tradition and playful creativity with surreal horse-themed scenes.
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2024/11 Vivienne Westwood – DOnATE
A look at the irony of a “DOnATE” message in retail, undermined by a lack of engagement, highlighting the need for authentic connections.
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2024/10 Prada – The Dinner Guests
Prada’s Holiday 2024 collection embraces nostalgia and strategy, proving that smart retail is about what sells, not always what’s new.
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2024/10 Valentino – Avant les Débuts
Alessandro Michele’s Valentino debut sparks bold risks, but is it ahead of its time? A closer look at the display, collection, and future.
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2024/10 Etro – FW24
Exploring Etro x Wolford: a retail strategy missing connection, leaving customers puzzled by unclear branding and misplaced associations.
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2024/09 Louis Vuitton – Voyage
Louis Vuitton’s Voyage display masterfully blends heritage and strategy, showcasing timeless storytelling and sustainability in retail.
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2024/09 Moschino – Collezione 0
An objective review of Moschino’s FW24 retail display, exploring its supermarket concept and nostalgic nods to Franco Moschino’s legacy.
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2024/09 Valentino – FW24
Valentino FW24: reflecting on Piccioli’s era, Michele’s future, and the brand’s uncertain direction.
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2024/09 Alexander McQueen – FW24
A critical yet constructive review of Alexander McQueen’s FW24 display, exploring the impact of unchanged retail display strategies.
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2024/06 Prada – Gestures of Prada
How is Prada’s lightbox strategy setting a standard in sustainable retail, reducing waste and aligning with strategic communication efforts?
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2024/06 Dsquared2 – #D2MetaMorph
Dsquared’s FW24 #D2MetaMorph retail display presents some challenges in translating a dynamic vision to a static one.
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2024/06 Miu Miu – Miu Miu L’Été
Miu Miu’s VM strategy, focused on clarity and consistency, fueled a 93% revenue surge in 2024, even as other luxury brands faced slowdowns.
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2024/03 Burberry – SS24
Burberry’s SS24 retail strategy under Lee lacks an emotional connection, risking its legacy by not evolving beyond its check.
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2023/09 Gucci – Ancora (Coming Soon)
Gucci, accounting for 52% of Kering’s turnover, faces a challenge. Beyond trendsetting attire, true innovation lies in reshaping the familiar business playbook of the fashion industry. The future? Boldly reimagining fashion’s business.
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2023/09 Diesel – FW23
Diesel’s FW23 collection display creatively uses torn-paper prints, effectively extending brand dialogue in a cost-effective approach.
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2023/09 JW Anderson – FW23
The JW Anderson boutique in Milan underwent changes, shifting towards Ready-to-Wear after initial ambiguity.
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2023/09 Miu Miu – FW23
Miu Miu’s FW23 concept cleverly uses mannequins inspired by their fashion show, delivering a succinct but powerful message with a focus on key product categories. A smart and efficient display strategy.
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2023/09 Ferragamo – FW23
Ferragamo’s rebranding displays vary in strategy, with the FW23 echoing past habits. Despite runway successes, their retail vision seems conflicted, prioritizing advertising over a clear identity.
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2023/09 Burberry – FW23
I had high expectations for Burberry’s FW23 window concept, but found it lacked coherence with prior marketing and branding efforts.
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2023/07 Marina Fossati – Viva l’Estate
Humorous, trendy, and sustainable. Pink mermaid, dancing lobsters, and hand-painted waves. This is what describes “Viva l’Estate” at Marina Fossati.
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2023/07 Longchamp X Toiletpaper Magazine
Longchamp x Toiletpaper collab showcased at Via della Spiga, blending visuals & humor. Elements of both brands merge in a captivating 80/20 balance.
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2023/07 Prada – In Conversation with a Flower
“Conversation with a Flower”, marks a new chapter in Prada’s VM strategy. Discover why I think this is the case.
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2023/06 Palm Angels
Palm Angels’ latest concept focuses on their logo, showcasing flawless execution. However, concerns arise regarding its alignment with the brand’s lifecycle and its potential impact on sales.
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2023/06 Marcelo Burlon County of Milan X Levi’s
County of Milan X Levi’s capsule collection display strategy is a testimony to the wholesale mindset of the brand. Does it work?
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2023/05 Akris – FuoriOrticola by Tatiana Tokar
The Akris FuoriOrtical display is a collaboration with flower designer Tatiana Tokar. Review by Peter Hamer.
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2023/05 Versace – La Vacanza
Versace’s creative VM team is back with a concept for the La Vacanza capsule collection, but is it fabulous? Review by Peter Hamer.
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2023/04 Dolce & Gabbana – DG Logo Bag
Is the DG Logo Bag display an evolution to “Ciao, Kim” or does it have a life of its own? Review by Peter Hamer.
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2023/04 Dior Men – SS23
Seeing all the main windows and façade dedicated to Dior Men’s SS23 takes the men’s business to a whole new level. Review by Peter Hamer.
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2023/04 7 for all Mankind – Can You Fly?!
The collaboration between 7 for all Mankind and Giotto Calendoli is a story about coming-of-age. Review by Peter Hamer.
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2023/04 Dsquared2 – SS23
Dsquared2’s SS23 display is two things: cool as a cucumber, and smart. Discover why? Review by Peter Hamer.
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2023/04 Jimmy Choo X Venini
The collaboration between Jimmy Choo and Venini is as confusing as the display itself: read it! Review by Peter Hamer.
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2023/04 Ferragamo – Milan Design Week
Ferragamo’s concept for Milan Design Week is a testimony to how tricky it is to leverage creativity. Review by Peter Hamer.
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2023/04 Versace – Versace Icons
Anne Hathaway and Chris Lee are the stars of the “Versace Icons” campaign, but who does it target at retail? Review by Peter Hamer.
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2023/03 Burberry – Burberry Icons
Burberry goes back to focussing on THE most Burberry product of them all: the trench coat. Review by Peter Hamer.
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2023/03 LOEWE – SS23
What’s the difference between an anthurium inside a Loewe window and an anthurium in any other window? SS23 display review by Peter Hamer.
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2023/03 Burberry
Burberry’s latest window display immediately reflects the change in creative direction… and it is daring. Review by Peter Hamer.
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2023/02 Lardini – No Rain, No Flower
The display for the Terzini X Lardini capsule triggers all kinds of emotions…does it trigger the right one? Review by Peter Hamer.
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2023/02 United Colors of Benetton – SS23
The straightforwardness of Benetton’s SS23 display is refreshing. What makes this display special? Review by Peter Hamer.
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2023/02 Marni – The Hermitcrab’s Wundershell
Be warned: The Hermitcrab’s Wundershell installation by Flaminia Veronesi at Marni is marvelous! Why? Review by Peter Hamer.
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2023/02 Ferragamo – SS23
While you get used to Ferragamo being red, they’ve started to introduce additional elements you’ll notice later. Review by Peter Hamer.
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2023/02 Wolford – Love
If you want to make a display about love, you need to dig deep. Unfortunately, Wolford didn’t. Review by Peter Hamer.
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2023/02 Sergio Rossi – AREA X Sergio Rossi
The AREA X Sergio Rossi display challenges previous efforts by the brand promoting any sustainable milestones. Why? Review by Peter Hamer.
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2023/02 Palm Angels
Ever since the opening of the Palm Angels flagship, it has had no products in the windows. Is that a coincidence?
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2023/02 Marina Fossati – Magia!
“Magia!” A story for all the lovers. Discover my inspiration behind this St. Valentine’s window for Marina Fossati. Concept by Peter Hamer.
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2023/01 Louis Vuitton – Yayoi Kusama
The complexity of the Vuitton by Kusama project is nothing but spectacular. But why do I see it as a threat to retail? Review by Peter Hamer.
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2023/01 Philipp Plein – Aloha, Aloha
Simple, effective, and to the point. Plein’s RST23 concept is as efficient as any other display around. Review by Peter Hamer.
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2023/01 Ferragamo – RST23
Davis quotes Hollywood as an inspiration for the new Ferragamo, but the plot is getting confusing. Review by Peter Hamer.
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2022/12 Akris – Winter Cruise 23
Some visual display language rules were broken in this Akris Winter Cruise 23 display. Do they pay off? Review by Peter Hamer.
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2022/12 Versace – RST23
Did the team at Versace forget something? This display is a departure from previous Holiday displays, what happened? Review by Peter Hamer.
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2022/11 Prada – Holiday 22
This Prada Holiday display is tricky, but it’s cases like this that teach us about the dangers of creativity. Review by Peter Hamer.
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2022/11 Ferragamo – SS23
Ferragamo delivers a textbook-worthy display for the pre-launch of the SS23 collection. What did they do differently? Review by Peter Hamer.
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2022/10 Jil Sander – FW22
Jil Sander goes sculptural for their FW22 display. But is the association between the concept and the brand immediate? Review by Peter Hamer.
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2022/10 Vivienne Westwood – FW22
The Westwood FW22 display challenges my theory on scientific retail as it deals with creativity in a different way. Review by Peter Hamer.
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2022/09 Ferragamo – SS23
The SS23 display is the first step in leveraging a new creative director at Ferragamo. Review by Peter Hamer.
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2022/09 Etro – FW22
For FW22, Etro continues its ground-floor take-over displays, but does it live up to previous expectations? Review by Peter Hamer.
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2022/09 Dolce & Gabbana – Ciao, Kim
Who put Kim Kardashian in the window? Stefano, Domenico or herself? Read Peter Hamer’s review for his thoughts on this #ciaokim display.
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2022/09 Valentino – Pink PP Collection
While Valentino’s Pink PP setup is a visual experience, I wonder if the in-store team was considered when developing the concept. Review by Peter Hamer.
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2022/09 Marina Fossati – La Regina del Cerchietto
Who’s the queen of headbands? Marina Fossati. “La Regina del Cerchietto” pays homage to Milano. Concept and review by Peter Hamer.
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2022/09 Akris – FW22
Akris’s FW22 display features Reinhard Voigt’s “Drei Teile”, the most recognisable element of the collection. Review by Peter Hamer.
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2022/09 Stella McCartney – FW22
For FW22, Stefano Barni, Visual Merchandising and Interior Design Director at Stella McCartney, plays with color & pattern. Review by Peter Hamer.
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2022/09 Fabiana Filippi – TERRA
Fabiana Filippi’s capsule “TERRA” is accompanied by an eco-claim. But what and who is the brand referring to? Review by Peter Hamer.
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2022/09 Dolce & Gabbana Beauty
Is a window with a new category enough to leverage the product? How did Dolce & Gabbana do it for makeup. Review by Peter Hamer.
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2022/09 Michael Kors Collection – FW22
For their FW22 display, Michael Kors Collection leverages its fashion show. How does this strategy distinguish itself from Lifestyle? Review by Peter Hamer.
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2022/08 Burberry – PF22
A bright yellow display is hard to miss, and Burberry doesn’t shy away from this hue for its PF22 display. Review by Peter Hamer.
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2022/08 Etro – The Magic Presence
Etro continues its visual take-over, this time inspired by a print of the PF22 women’s collection: The Magic Presence.
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2022/08 Armani|Exchange – New Collection / Saldi
Six months into the arrival of Armani|Exchange in Italy, is its display keeping its promise of timelessness and inclusion? Review by Peter Hamer.
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2022/08 Prada – Prada Stories FW22
While some may feel the Prada Stories FW22 display is as Prada as it gets, I wonder if that’s the case. Review by Peter Hamer.
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2022/08 Missoni – Missoni Resort Club
This season, Missoni brings its collaboration with Le Carillon Portofino to the city through its Resort Club window displays.
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2022/07 Gucci – Temporary Store
Gucci’s new temporary store on Via Verri marks the oh so anticipated remodeling of the flagship store on Via Monte Napoleone.
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2022/07 Moschino – PF22 / FW22 (New Opening)
Moschino’s new boutique in Via della Spiga is the first to roll-out the new concept designed by Jeremy Scott and architect Andrea Tognon.
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2022/07 Versace – PF22
The FW22 women’s fashion show window display underlines the power of Versace as a brand, but focuses on the PF22 collection.
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2022/07 Hermès – Birds Eye View
Birds Eye View is the title of this Hermès summer window display, in collaboration with artist Gustaf von Arbin.
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2022/07 Dior – The Next Era
The Dior women’s FW22 display takes inspiration from the collaboration with feminist artist Mariella Bettineschi. Review by Peter Hamer.
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2022/06 Jimmy Choo – Re-Opening
The re-opening of the Jimmy Choo boutique is the brand’s most sophisticated yet, and is a beacon of light in Via Sant’Andrea. Review by Peter Hamer.
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2015/10 Bottega Veneta – Bottega Veneta Home
Bottega Veneta, known for its enduring leather goods, brilliantly expanded into home goods in 2015, showcasing strategy-driven creativity that attracts both loyal and new clientele.
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2012/08 Louis Vuitton – Yayoi Kusama
During the summer of 2012, the entire Vuitton was preparing for the Yayoi Kusama collection. What was so special? Review by Peter Hamer.
