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Phil Douglis | all galleries >> Galleries >> Gallery Forty-Seven: How using words in pictures can expand meaning > Macy’s window, San Francisco, California, 2007
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06-JUN-2007

Macy’s window, San Francisco, California, 2007

I shot this image, with its multiple reflective layers, to express the confusion and complexity of the shopping experience. The focal points are the headless mannequins posed against the lighted panels, and the abstracted arm and flying hair of a customer studying a rack of clothing behind their legs. On the right side of the image a vertical band reflects still other shoppers. They appear inside the building, yet are actually outside in Union Square, adding a touch of chaotic context to the already busy scene. However, even more context is provided by the Macy’s logo on the bottom of the two windows. It tells us that we are looking into the window of one of the most famous department stores in the world.

Leica V-Lux 1
1/200s f/4.5 at 88.8mm iso100 full exif

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Phil Douglis21-Jun-2007 17:44
I like your view of the Macy's logo as a metaphorical safety net. The Macy's brand has earned your trust over the years because it stocks stuff you like. I hate shopping too -- particularly for clothes. I used to do all my shopping at Banana Republic because it built its brand around safari type clothing. When it moved to cruisewear, etc., I stopped going there, and now haunt Eddie Bauer and REI. So yes -- the logo is the key here -- the very word Macy's give this image it identity and everything else follows.
JSWaters21-Jun-2007 03:23
The distorted reflections in the right window really underscore your idea of confusion and complexity. The Macys logo is like a safety net - for those of us who hate to shop (me!), it means I'll more than likely be successful in my search.
Jenene
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