Saks is doing it again this year with a second “Snowflake Spectacular,” complemented by digital place-based installations in the store’s famous holiday window displays. Six street-level windows will feature animated displays telling the story of a yeti who (legend has it) lives on the store’s roof and makes snow during the holiday season. Each display traces a step in the yeti’s life, from his humble origins as an under-appreciated snow maker in Siberia to his current position as New York’s chief snow artist.
MasterCard is also getting into the yeti/holiday spirit with an interactive window display that allows passers-by to create their own yeti name and snowflake using a mobile device.
Of course Saks isn’t the only luxury retailer with a reputation for creative holiday window displays: across the pond, Britain’s tony Harrod’s department store is no slouch, either. This year the iconic high-end emporium is incorporating digital out of home into a series of diorama-style window displays which depict a vintage train full of unusual characters surrounded by luxury goodies; the digital screens are the carriage “windows,” showing an icy dreamscape flitting by in the background.