Photograph by Kevin A. Roberts
Anthropologie (Saint Louis Galleria, 314-727-7419, anthropologie.com) has caused many a mall walker to gawk in awe while entering the Galleria. The store’s quirky sensibility, bohemian fashion, and inventive home décor are best illustrated in its over-the-top window creations. Erika Sorgule, Anthropologie’s display projects manager, recently shared how her magical ideas become reality.
Where do you find inspiration?
We find our ideas everywhere: bookstores, movies, nature, art museums, office-supply stores—really, life in general!
What’s the most difficult display you’ve constructed?
Last year, each store’s visual team was challenged to look at the store’s exterior as a “window.” As every single store is unique, each had a different set of problems to solve. We had to look at materials that could withstand different types of weather. We had to check with the city to find out what each store was allowed to do. We had to rent cherry pickers, so the displays could be installed. There were quite a few obstacles! Looking back, they are also one of my favorite rounds of windows. The talent, the initiative, and the problem-solving skills in every visual team were inspiring.
Any tips for designing a spring display on a smaller scale—say, for those who’d like a little Anthropologie in their homes in the form of centerpieces or wall decor?
Visit our stores. There’s this notion that ideas should be secretive and hidden, but that’s not really how we function at Anthropologie. We love that customers can see a display in the works and capture a little bit of the process that goes into what we make. We are never more excited than when we inspire customers—and if they want a little extra insight into how to re-create something in their own homes, even better.
What’s your favorite creation to date?
Our honeybee-inspired Earth Day windows [that we created] a few years ago. Our goal was to bring attention to the plight of the honeybee and the organizations dedicated to saving them. The entire company got behind the idea, and we ended up with honeybee windows, honeybee-focused store events, and honeybee-inspired T-shirts, with a portion of proceeds going to support more research on the issue. I am always inspired when we’re able to challenge an idea in multiple ways and succeed on multiple levels.
