The figure of the window merchandiser has undergone a profound transformation in recent decades, evolving to become the modern “window dresser.” This change is not just about a lexical update, but reflects a cultural and professional evolution that has redefined the role.

A Key Role

In the past, the window dresser focused on displaying products in an aesthetic and attractive way, following traditional rules of exhibition. However, with the emergence of visual merchandising and the growing influence of branding and storytelling, the role has expanded, pushing professionals to develop multidisciplinary skills.

The modern “window dresser” is no longer just a display craftsman, but a true visual storyteller. Today, this figure integrates design, consumer psychology and marketing skills to build sensory and engaging experiences. Window displays are no longer simply display spaces, but microcosms that reflect the essence of the brand, tell stories, and create emotional connections with the audience.