History

The very first shopkeepers exhibited their names abover their stalls on streets, then laid out products to display them. When the giant nineteenth century dry goods establishments like Marshall Field & Co. shifted their business from wholesale to retail, the visual display of goods became necessary to attract the general consumers. In 1840, glass panels were invented which were were often used to attractively display the store's merchandise. Thus becoming 'windows'. In 1909 Gordon Selfridges opened the £400,000 department store dream to the public. 

Selfridges were the first store to leave their lights on all night, for 24 hour advertising to passers by. Over time, the design aesthetic used in window displays moved indoors and became part of the overall interior store design, eventually reducing the use of display windows in many suburban malls.