Visual Merchandising Support For Paddington, New Store Opening London

This month, I loved working with the Retail team at The Paddington Store in London’s Paddington Station, to support them with dressing their windows and in store visual merchandising for their new store opening.

I work with many attraction sites and museums to support their teams with the Visual Merchandising within their gift stores and pop up retail areas. As this is a sector which is becoming very popular for Visual Merchandising, I thought I would write some key points in this months blog article upon the importance of applying VM techniques to this sector.

Museum and attraction gift shops are often destination retail spaces, customers visit them not just to shop, but as part of the cultural experience and to be able to take home part of the experience.

These stores rely on seasonal exhibitions and events, so window and in store displays need to quickly adapt and tell fresh, relevant stories to your customer.

Merchandise often has an educational, cultural, or artistic connection, making storytelling through displays and signage a critical part of their sales strategy.

How does Window Dressing Supports Museum/ Attraction Retail Stores:

Captures Attention

A well-designed museum shop window draws people in — even those who may not have initially planned to shop. It acts as an extension of the museum’s storytelling, often featuring themed displays linked to current exhibitions or popular collections.

Creates a Sense of Wonder

Window displays reflect the aesthetic and cultural value of the museum itself, making the retail space feel special, curated, and artistic. This emotional connection is particularly important in cultural spaces.

Promotes Limited or Exhibition-Specific Products

Highlighting unique, exclusive, or themed items in the window entices visitors to step inside, especially if those products tie directly to the exhibit they just experienced.

How In-Store Visual Merchandising Supports Museum/ Attraction Retail Stores:

Extends the Exhibition Experience

Good merchandising continues the narrative of the museum/ attraction. Try to ensure there is a connection to the current exhibition or theme of your attraction. For example;the merchandising area might feature related decor, props, and product groupings that reflect that theme.

Guides Visitor Flow

Thoughtful visual merchandising helps manage how people move through the space, placing promotional or high-margin products in key locations, while creating moments of discovery or best sellers ( Pull merchandise) in quieter corners.

Enhances Product Value Perception

In museums and attractions merchandise should be presented as meaningful, artistic, or educational. Well-staged displays, creative signage, and curated themes elevate this perception, making even small souvenirs feel special. Ensure you use signage to story tell the merchandise.

Supports Impulse Buying

Through strategic placement (like placing small, themed items near checkout) and attractive displays, visual merchandising can encourage spontaneous purchases without feeling too commercial.

All Images and text copyright of VMC