ABSTRACT
The experience at the point of sale is manifested by aesthetic, educational, entertainment, and escapist conceptualizations. Shopping has become a dominant cultural phenomenon in the twentieth and twenty-first centuries, and numerous exchanges imply a creative dialogue between art and commercial presentation. Interior design, window dressing, product presentation, and the promotion of brands have adopted unique, beautiful styles and aesthetics to attract and dazzle potential customers. The beauty that is intentionally encapsulated in the message produces a physical and emotional transfer in the brain of the people who look at the storefronts. The beauty of the showcase is the result of aesthetic experimentation, with cognitive and practical effects that also confer visual and aesthetic status. The showcase delights the mind through the senses, and transforms the shop into a magnet to attract passers-by, who are seduced by the harmony in the design, and, at the same time, impressed by the fantasy, beauty, and creativity of the proposal.
