Swatch: Hot, hot, hot
MANILA, Philippines - When it comes to December store windows, more is more and then some. STAR toured the city to find the hottest and most-buzzed-about displays. There is Swatch always dynamic and exciting with its interactive billboard, offering fans a chance to go eye to mesmerizing eye with Derek and Anne (see right). The site is a photo-op waiting to happen. Then there is JÔ, an arbiter of cool, where whimsical details reign (Page N-6). Many notice Adora’s bold use of mirrors, which is drawing raves. The department store has earned a reputation for sophisticated windows that capture the eye and imagination (Page N-4). At Bench, shoppers get a taste of the fanciful with innovative concepts. Their windows usually carry surprises, such as a real van, actual rowboats and kinetic devices (Page P-1). Bleach Catastrophe serves a narrative, with windows that reference post-apocalyptic tales (Page P-3). Firma and AC +632, known for their exotic windows, never disappoint. This season’s displays are no different, with a stark Art Deco design at Firma and a puppet-inspired story at AC +632 (Page N-1). Rustan’s finds their windows at the forefront of award ceremonies, thanks to their consistent homage to the world of fun and fantasy (Page O-1).
Virgie Ramos, Swatch president
A store window should be... engaging. It should capture the imagination. It should be of the moment. Our language is whatever the youth is speaking. Our windows are an attempt to capture the zeitgeist, to make real whatever is viral.
Our windows are inspired by... global fashion trends presented in the Swatch collections and incorporating what’s hot in the local market scene. This year’s window is incredibly interactive, with great depth. Consumers can see our endorsers up close, when previously you could only see them up on billboards on the street.
Our best window is... so far, the current one. The challenge is, of course, coming up with something even better every month. Swatch is all about what’s hot, what’s now and, most importantly, what’s next.
Our most unique or well-received window... was “Playtime, Polka Dot Party” which featured 8,118 dots. People would stop by the store just to have their picture taken. It was so eye-catching, you couldn’t help but stop to appreciate the display.
