The shop window is the hallmark of every store and is the first point of contact with potential customers. It gets people interested, triggers emotions and prompts people to enter the store.
With the level of competition as tough as it is, an overabundance of supply and mass production defining the high streets around the world, creative shop window design and innovative decoration is today more important than ever before. With a well-designed shop window display, retailers can still set themselves apart from their competitors, and that includes the thriving online retail industry.

With the PREMIUM WINDOW DRESSER AWARD, which PREMIUM awards the most creative decorative talents every year, the PREMIUM international trade fair show supports creativity in fashion, design and retail.

In early July 2012, PREMIUM announced its third open invitation to participate in the PREMIUM WINDOW DRESSER AWARD and, by the middle of August, received countless applications. From among the many creative applications, three finalists were selected and proved their ability and creativity in the final round. Each of the three finalists presented his/her concept in a display window of F95 The Fashion Store at STATION-Berlin. More than 2,000 votes were cast online at www.premiumexhibitions.com and on site at F95 The Fashion Store.
By a wide margin, the winners were two young Spaniards, Arbe Kirolak, who have just begun their carrier as window decorators but were able to convince everyone with their creative concept.

In cooperation with the Galeries Lafayette, Maddalen und Jon Joseba Arakama decorated the windows of the established department store on Französische Strasse and staged the outfits of the PREMIUM YOUNG DESIGNERS AWARD Spring/Summer 2013 winners.