Designed with love

"I really enjoy redesigning my shop window again and again. For me, it's also meditative and calming work. I can block out everything else that's going on," says Melissa Biedert from the "CouCou" studio. "I think about what the window should look like in advance. But a lot also comes about during the design process." She makes sure that the window is not "overloaded" and that all products are declared with a price.

"The shop window is the store's calling card and says a lot about what customers can expect in the store," Melissa Biedert is convinced.

Planning ahead

Claudine Hirt from "trag-werke" also attaches great importance to the design of her shop window. "It's the shop window," she says. It is always important to her to display an eye-catcher in the shop window. She starts thinking about the respective designs early on.

"Sometimes I go looking for specific ideas, sometimes they just come to me."

It is important that the shop window design is changed regularly. "It's not attractive to passers-by if the shop window always looks the same." Especially with seasonally designed windows, such as at Easter or Christmas, it is important to change the window again immediately after the relevant holiday.

Less is more

For Andrea and Nina Isenegger from Papeterie Isenegger, window dressing is also an important topic.

"It takes a lot of time, but we are very happy to take this time," emphasizes Nina Isenegger.

"The shop window is our calling card and represents our business very strongly." When designing the shop window, they make sure that there is an eye-catcher, which is then complemented with various creative ideas. They like to display new products, promotions or trendy items in the shop window. "It's important to us that the products are shown to their best advantage and that the window doesn't look 'overloaded'. Sometimes less is more."

Discover details

Philipp Plattner from Plattner Optik also attaches great importance to the design of his shop window, which he also enjoys very much.

"It should be witty and fun. The window should look lively and invite customers to come into the store. It's also nice if passers-by can discover various details when they look at the window. We have already held competitions...", explains Philipp Plattner.

At Plattner Optik, a decorator - originally from Rheinfelden, she now lives in Basel - has been redesigning the shop windows every six to seven weeks for years.

After talking to the various store owners, it becomes clear how much passion and time they invest in their shop windows. Yes, it is the business card of the store and the first impression counts.

Perhaps you will look at the shop windows with completely different eyes on your next stroll through the town?

Janine Tschopp is a freelance journalist. She writes regularly for the Neue Fricktaler Zeitung, the cultural magazine "2x Rheinfelden" and the Rheinfelden Christmas magazine, among others.