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VM choice: Cafe Coton Paris

In a very simple ‘Happy Holidays’ celebration window French mens’ shirt brand Café Coton has found a neat graphic solution for its central Paris store.

A foamboard triptych image, captioned with the store’s specialism, boasts a rail accommodating a series of classic shirts side-out in the centre window. A stack of real folded shirts fills the bottom of the window, with a misting of snow sprayed on the glass and Antione de Saint Exupéry's ‘The Little Prince’-style stars with comet tails wishing customers ‘Joyeuses Fetes.’ The Artemide spotlight on either side of the cream-painted brick wall adjacent to the window lends the store a restored, industrial warehouse look.

The stars are, of course, iconically French. In employing them, Café Coton is both underlining the origin of its French brand and anticipating recognition from its customers.

In the supporting side windows, the right panel of the triptych is repeated, again with folded shirts at the base of the image, with more snow, stars and comet tails. Tres simple, tres considéré, tres chic, n’est pas?