South Philly Review

Sitting atop two hardwood chairs cushioned with red velvet, eye-grabbing rings, bracelets and a tiara effectively catch light coming through the window at Aenigma, 709 S. Fourth St., a store that sells jewelry, giftware and accessories. The display is accentuated by a gold-and-silver chess set, as well as multicolored purses and clothes hanging alongside.

"The window is one of the most important features of a shop because it brings [customers] into a shop," Lynda Kane, the store's owner, said.

She does not take full credit for this alluring creation, however. The concept was an assignment for Drexel University students enrolled in the Antoinette Westphal College of Media Arts & Design.

Initiated by the South Street Headhouse District, which aims to provide a clean and safe environment for businesses, neighbors and tourists in the area, 13 students worked to revamp display windows at three other businesses: Juju Salon and Organics, 716 S. Fourth St.; The Pink Rose Pastry Shop, 630 S. Fourth St.; and Trinity Picture Framing, 701 S. Third St.

A final presentation of their work to the community and instructors occurred Aug. 31.

Three students spent time specifically with Kane to concoct a display suitable for her shop� -- not to mention showcasing items she was eager to sell.

"It was perfect timing," Kane, whose store celebrates its five-year anniversary this month, said. "I was ready to make a change in the window."

The owner, who revamped the window herself two weeks prior to the students' arrival, is overjoyed by its new look.

"They were just sweet," she said of the students. "We love them. I think they did a fabulous job. We're very pleased with it."

When Gina Pierantozzi became the district's retail coordinator more than a year ago, she made a startling observation: "There's a lot of great stores in the South Street area and I think a lot of people were not visiting them because they were not changing up their window displays."

While "trying to hunt for ways to spruce up" these areas, Pierantozzi discovered a project implemented by Anne Cecil, a design and merchandising instructor at Drexel. Visual Merchandising I students work in groups and meet with clients to devise a plan, which includes a proposed sketch of the window, a list of student and client responsibilities, management of a budget and the final window installation.

"The students actually act on their own with a client in a freelance situation," Cecil, a Bella Vista resident, said. "They contact the client, they meet with the client, they do everything."

Pierantozzi was so impressed, she got her organization on board. To date, students have revamped windows at nearly 30 area businesses. After spending about two weeks on a project, they are graded for their efforts during the final presentation.

Comparing the new displays to what once filled the windows, Pierantozzi said, "A lot of them depicted what the store is about, but the students stepped it up a notch. It makes you want to stop and look. They gave a fresh look to the stores. It's always good to be updating your retail space."

Chris Hunter, co-owner of Trinity Picture Framing, which opened in 2004, agrees with Pierantozzi. Keeping a display fresh and innovative, he said, is a great way to lure customers.

After three meetings with students, Hunter and the other two owners decided on a fall theme. Leaves rest on the ground, as picture frames of every variety hang from tree branches. Some samples are even suspended in mid-air. While customers window shop, Hunter said they have commented on the unique display.

"There's only three of us ... and we want the store to look good, but time is always of the essence," he said. "What they came up with is really fantastic."

At The Pink Rose Pastry Shop, low curtains made it difficult to peer inside during business hours. Now, light pink curtains with silhouettes of Victorian women adorn the windows.