A view to the holidays

ANTWERP INSTALLATION
LEOPOLDSTRAAT 12

PREPARATION AND RESEARCH

Hi Jacqueline, could you tell us a bit about yourself and what you do for Rue Blanche?

As visual merchandiser I visit the Rue Blanche boutiques to present and arrange the collections and change the window displays. Every store gets a complete makeover every two weeks. It starts with (what we call) a “labo” in one of Rue Blanche's larger shops, usually Uccle or Antwerp, where I can play with the complete seasonal collection. For the labo – a very intuitive process – I let the collection and colours inspire me until the interior and window silhouettes are just right. Then I transfer the aesthetics to the other boutiques, adapting the work according to the various locations.

BEHIND THE SCENES

INSTALLATION DETAILS,

RUE JEAN STAS 19A

BRUSSELS

INSTALLATION DETAILS,

LEOPOLDSTRAAT 12

ANTWERP

What in your opinion makes a good window display?

Less is more. I look for harmony in colour and composition and I always pay attention to the details, however seemingly small. How a garment falls on the hips of the mannequin, how a beret is positioned on the head or at what height a handbag hangs on the shoulder. It all matters for a powerful image!

BRUSSELS INSTALLATION
CHEE DE WATERLEE 1091
1180 BRUSSELS

"A VIEW TO THE HOLIDAYS"
CHEE DE WATERLEE 1091
1180 BRUSSELS

We want to talk to you about this year’s holidays window displays. How did you come up with the idea?

As Rue Blanche is trying to make more sustainable choices, the Artistic Director asked me to reuse the large sheets of paper from last year’s Christmas display. I was inspired by Eila Hiltunen’s Sibelius monument in Helsinki and decided to shred the large sheets of paper, while using chicken wire to make the shreds ‘speak’ like paint on a canvas.

It looks quite elaborate. Was it a lot of work?

Although it required a lot of time and preparation in advance, once the idea is conceived, it’s just hours. And you know, the most rewarding thing is the satisfaction afterwards. So after a solid month of night work I am really proud of how it looks. And the blisters on my hands have already healed (laughs).

BRUSSELS INSTALLATION
CHEE DE WATERLEE 1091
1180 BRUSSELS

TESTING PROTOTYPES FOR DIFFERENT SHOPS

INSTALLATION PREP

RUE BLANCHE VISUAL MERCHANDISER AND CREATOR OF A VIEW TO THE HOLIDAYS, JACQUELINE SZYDLOWSKA

What’s on your agenda for December now that all the Rue Blanche shop windows have been installed?

My partner and I took some time off work to enjoy the holiday period together. I gave birth to a baby girl last year. It will be good for us to take a break from all the hustle and bustle and simply be together.