Making magic: An inside look at how retailers are incorporating social media to continue to attract crowds to their holiday windows [Toronto Globe and Mail (Ontario, Canada)]
Macy's Inc (M)
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Source: Toronto Globe and Mail
Making magic: An inside look at how retailers are incorporating social media to continue to attract crowds to their holiday windows “People call this Santa’s workshop,” says Sandra Spaeth as she welcomes me inside Spaeth Design, a Queens, N.Y.-based company that specializes in making holiday window displays. Under a red sign that says “Wonder Factory,” a woman is sawing off the edges of a large plastic crystal that will be part of a North Pole scene. A few feet away, a man carves panels for a computer that processes all the letters Santa gets from children around the world. It’s the middle of October, and Denis Frenette, senior vice-president for merchandise at Hudson’s Bay, is on hand to make sure this year’s holiday windows are going according to plan. The holiday windows at the Queen Street location in Toronto are one of the company’s biggest projects of the year, and one of its longest-standing traditions, going back to 1914. The pressure to wow crowds, who flock to the store by t
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