From the display of goods to installation

In Migros’ first years, its competitive pricing meant that it could only afford the most basic shop window displays. During the “economic miracle” the Federation of Migros Cooperatives first set up an advertising department, which, from 1952 on, was also responsible for dressing the shop windows.

As early as the beginning of the 20th century, Swiss department stores employ window-dressers to display their goods magnificently. The small grocers, however, use only the simplest arrangements for their display windows. Gottlieb Duttweiler’s tight price calculations and his aversion to lavish advertising mean no extravagant window displays in Migros. And so the branch managers do the best they can with the goods, arranging them symmetrically – particularly popular displays feature non-perishable goods, such as beverages, tinned food and washing powder.
It is not until 1952 that the newly established advertising department of the Federation of Migros Cooperatives supplies the branches with promotional material for their display windows. These are now designed professionally and more expensively – even including moving installations. It is a sign of the economic miracle and abundance that the goods are no longer merely displayed, but instead whole product worlds are staged.