This study analyzes characteristics related to Kineticism found in different kinds of displays and arts in order to contemplate modern window displays. The standard of analysis is based on kinetic arts pioneer George Rickey’s six display factors. Projection features and movements were categorized into “Direct movements,” “Indirect movements,” and “Relative movements.” Results were obtained through analysis of different examples of each category. First, the most observed form of Kineticism was direct movements on the window display. Along with the development of science and techniques, a variety of divergent motional methods has arisen. After that followed indirect movement, which uses visual media and lights for presentation. The third was relative movements, which provides communication in practical experience; users’ motion is used to provide modification in vision. Fourth, we observed that direct movements and indirect movements can express fluidity depending on materials, inducing a sense of tension within the window display through visual stimuli together with dynamism from mechanical exposure. Fifth, when direct movements pair with relative movements, it triggers customer participation; though it does not deliberately induce participation, the effects are beyond expectation. Sixth, if indirect movements meet relative movements, the motion of lights offers a major stimulation to the customers along with various expressions, thus achieving an interactive domain.

The purpose of this study was to propose various directions for effectively proposing window displays that satisfy changing consumer needs by investigating and analyzing the characteristics of unexpected expressions used in recent Christmas windows. Research was conducted by investigating unexpectedness in window displays through literature reviews and previous studies. To observe unexpectedness in Christmas windows, website-based case images of window displays from the six years between 2010 and 2015 were collected from the department stores of Bergdorf Goodman, Printemps, Selfridges, and Isetan. Unexpected expressions in department-store Christmas window displays could be categorized into four expressive methods of hybrid expressions, figurative expressions, amusing expressions, and exaggerative expressions. The results were as follows: First, hybrid expressions are interpreted by consumers as having new or diverse meanings that change the original external forms of subjects or objects. Second, Christmas colors are used in the window backgrounds’ figurative expressions, but these windows do not use excessive expressions; furthermore, these windows personify people as animals and anthropomorphize animals as people, using subjects to depict other subjects to show unfamiliar images. Third, amusing expressions are used to decorate windows with unique and novel ideas that provide stimulation and amusement for customers and capture their attention through the composition of windows that entail childish props and elements that create funny. Fourth, exaggerative expressions deliberately stretch and expand subjects or objects in windows to elicit customers’ curiosity and interest through emphasis.

본 연구는 백화점 내 soft sculpture를 활용한 국내외 디스플레이 사례를 조사하여 아트마케팅으로서 백화점이라는 장소에 적용 했을 시 판매촉진에 미치는 영향에 대해 연구하고, 국내·외 사례를 비교해 우리나라 백화점 디스플레이 현황의 문제점을 제기하여 발전방안을 제시하는 것을 목적으로 그 연구의 결과는 다음과 같다. 첫째, 우리나라의 백화점 디스플레이는 대체로 단순하고 상품진열 위주에 소품으로써 섬유조형물을 접목 시키는 반면, 국외의 여러 나라들은 화려하고 다양한 오브제를 사용하여 상징적인 이미지 표현 연출을 하고 있었다. 둘째, 국외의 백화점들은 아트적인 요소를 접목한 오브제들로 주제가 있는 스토리라인을 구성하여 매장 전체를 하나의 컨셉으로 하여 각 백화점 이미지를 강하게 어필하고 있지만 국내의 백화점은 스토리보다는 상품진열 위주로 나타났다. 현대백화점 같은 경우는, 한 가지 컨셉을 가지고 윈도우와 전체적인 실내인테리어 디스플레이를 통일시켜 점의 이미지 메이킹을 시도하고 있었다. 하지만 소비자들에게 이미지를 어필하기에는 비쥬얼적인 요소가 약하고 연출방법 또한 한정되어 있는 것으로 나타났다. 셋째, 매장의 단순한 상품 진열의 시대가 가고 VMD의 개념도입으로 디스플레이도 이제 판매촉진의 방법 중 하나로써 다양한 재료사용과 기법이 요구되는데, 우리나라의 백화점은 아직 그 활용도가 미흡한 실정이다. 섬유 재료의 활용에 있어서 다양한 재질감으로 연출이 가능함에도 불구하고, 섬유를 활용하기 보다는 다른 재료들을 더 활용하고 있는 것으로 나타났다.