A Window Into the Details

For luxury outerwear brand Mackage, a retail window is more than a backdrop—it is an extension of the brand experience. When Mackage developed a desert-inspired concept for its retail locations, Stephen Gould helped bring the creative direction to life through a series of detailed, dimensional window displays, managing the program from design development and production through approval and installation.

The Challenge

The concept called for a highly detailed desert environment featuring dimensional cactus elements, tumbleweed, and vinyl-wrapped bases. But before production could begin, the creative direction continued to evolve.

Over three weeks, the display went through roughly 12 design iterations as cactus styles; tumbleweed, and vinyl colors were refined. Updated renderings were sometimes needed multiple times in a single day, making responsiveness critical to keeping the project moving toward production.

Each retail window also had its own dimensions and composition. Rather than repeating a single display, individual elements needed to be positioned specifically for each location while maintaining a consistent overall look.

The Solution

Stephen Gould developed a flexible design and production process that could adapt quickly as the concept evolved. Updated renderings could be turned around rapidly, giving Mackage the ability to review ideas, make decisions, and continue refining the display without slowing the overall schedule.

Once production began, the process became highly collaborative. With production located within driving distance of Mackage’s New York team, the client could visit the workshop throughout development and see individual components taking shape. Each window was staged and labeled by location, allowing the positioning of the cactus, tumbleweed, and other elements to be reviewed and approved in real time before installation.
The final displays combined faux cactus elements and custom vinyl-wrapped bases with real tumbleweed sourced from Utah, adding an authentic natural detail to the desert environment.

The Result

Stephen Gould delivered the program on budget and within the accelerated timeline, with individual installations typically completed in just two to three hours.

The combination of competitive pricing, attention to detail, and a collaborative process that gave Mackage visibility throughout production and helped establish confidence in a new retail-display program. The successful installation also led to additional Mackage work, extending the relationship beyond the initial window program.