Final Four Window Display Important to Street Life

Keeping things fresh is important in existing shopping areas and a must in emerging areas. I can think of a few South City window displays that haven’t changed in at least a decade. Lack of foot traffic in areas can partially be attributed to stagnant window displays. Conversely, interesting new displays is a contributing factor to increased foot traffic – even after hours.

For many years the St. Louis Chapter of the American Institute of Architects (AIA) was on an upper floor of a Washington Avenue building. A couple of years ago they moved to a ground level space right on the sidewalk and greatly expanded their book selection.

Rather than depend upon a staid display the AIA staff is constantly changing the window. This week the window recognizes the Final Four with a clever display on the origins of basketball. The store is closed but careful lighting draws you to the display. Passersby were stopping to look at the basketball display as well as some of the book titles.

Apparently basketball had origins with peach baskets. The AIA’s display has nothing to do with architecture but everything to do with good design. The two are not always related.

The AIA window is very important. The other window of the same size on this building contains a classroom for Webster University. The blinds are usually closed – adding nothing to street life. So much for Webster helping downtown.

Across the street is Niche furniture & accessories but their after hours presentation leaves something to be desired. The remainder of the block is convention hotel stuff which is to say immanently boring. Until lofts open in the building adjacent to the AIA office/bookstore this is the one bright hope on this entire block.

– Steve