Fah Thai Magazine Jan-Feb 2017

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Jay Soonthornsawad<br />

extravagant Christmas window<br />

displays that the public wait as<br />

long as an hour to see. While<br />

New York stores do their holiday<br />

windows to win the attention<br />

of local and visiting customers,<br />

Bergdorf’s, as it’s fondly called<br />

by New Yorkers, dresses up their<br />

legendary windows with more<br />

opulence.<br />

Jay exudes a quiet and calm<br />

demeanour yet his work as a visual<br />

display designer presents explosive<br />

colours and detailed-filled scenes.<br />

One season featured a window<br />

named “The Crystal Ball,’ with a<br />

mannequin fortune teller, next to<br />

Swarovski crystal-studded objects.<br />

There’s “Teacher’s Pets,” from a<br />

past window done in a black and<br />

white colour scheme scattered<br />

with ‘pets’ like rabbits, a zebra, an<br />

ostrich, and other creatures made<br />

from organic materials while the<br />

mannequin dons a sequined dress<br />

by fashion brand Marchesa.<br />

Such spectacular displays are<br />

an annual treat for people familiar<br />

with the holiday windows. Jay<br />

is modest about sharing in the<br />

accolades that accompany window<br />

scenes that are never subdued, but<br />

also can be sublime.<br />

The projects with Bergdorf<br />

had themes like “Inspired”. Each<br />

window featured “The Arts”<br />

Right<br />

One must peruse<br />

at a leisurely pace all<br />

the details featured<br />

in each fairy tale<br />

window.<br />

in its category of Literature,<br />

Photography, Music, Theatre, Film,<br />

Sculpture and the “Literature”<br />

window had a collection of famous<br />

writers’ needlepoint portraits<br />

in different shades of red. The<br />

“Theatre” window showcased a<br />

mannequin wearing a beaded gold<br />

gown on a backdrop of colourful<br />

neon lights designed to resemble<br />

the theatre district of Broadway’s<br />

billboard lights. Any window<br />

onlooker simply stops and stares<br />

at the wondrous sight.<br />

“We’re not selling a product,<br />

but a store’s image,” Jay explains,<br />

of Bergdorf’s visual feats. A person<br />

walking from a distance or sitting in<br />

a taxi can take a look out from their<br />

window to our window and see the<br />

products and know what the store is<br />

about, he says.<br />

Jay also points out that it’s<br />

David Hoey, Bergdorf’s resident<br />

‘window dresser,’ who leads<br />

Bergdorf’s,<br />

as it’s fondly called<br />

by New Yorkers,<br />

dresses up their<br />

legendary<br />

windows with more<br />

opulence than the<br />

nearby stores.<br />

50 <strong>Fah</strong> <strong>Thai</strong>

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