The Surreal Creativity in Windows Display Design | ||||
| Journal of Design Sciences and Applied Arts | ||||
| Article 3, Volume 3, Issue 1, January 2022, Page 35-49 PDF (1.77 MB) | ||||
| Document Type: Original Article | ||||
| DOI: 10.21608/jdsaa.2021.70638.1103 | ||||
 View on SCiNiTO | ||||
| Author | ||||
Huda Othman 
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| School of Architecture and Design (Graphic Design), American International University, Kuwait. | ||||
| Abstract | ||||
| This paper is a close-up study of the influences of Surrealism as an art movement on the design practices of window display. The main objective of this paper is to describe and analyze the effects of surrealism approach on windows display design as a creative design strategy, and to analyze its characteristics such as creativity and originality. The importance of this paper is to explore what is the Surrealist approach in windows display designs, and to explore the key influences and motives that were the foundation for Surrealist thought in display. The research questions were set out are: What is the Surrealist approach in windows display designs and its characteristics? What is the role of Surrealism in contemporary windows display design?, What are the techniques of Surrealist-themed windows display?, How did Salvador Dali use the aesthetics, characteristics, and techniques of Surrealism in his windows display design?, How do the famous brands use the Surrealism approach as a creative design strategy for their windows display designs?. This paper assumes that the Surrealist display designs feature the elements of surprise, unexpected juxtapositions and non sequitur, which strongly catch the attraction of customers. This paper follows the descriptive method to describe the Surrealism approach as a creative design strategy of windows display design throughout the study of the aesthetics, characteristics, and techniques of Surrealism in display design. This paper uses the analytical method to analyze Salvador Dali windows display designs, also to analyze a chosen example of windows display for some famous brands. | ||||
| Keywords | ||||
| Surrealism Art; Windows Display; Modern Art; Contemporary Design; Surrealist-Themed Designs | ||||
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