Window Displays
Animated feature windows that turn a sidewalk into an audience.
WE MAKE
MAGIC
The gold standard for animated windows — since 1945.
Spaeth Design builds the holiday windows, custom fabrication, and immersive retail moments that stop crowds on the world's most famous streets.
See our workTrusted by the houses that define the season
Macy'sSaks Fifth AvenueBergdorf GoodmanBloomingdale'sTiffany & Co.Louis VuittonBurberryGoogle
What we do
From paper to the real world.
Custom Fabrication
Wood, metal, paint and prop shops under one 20,000 sq ft roof.
Technical Animation
Mechanisms and motion built for reliability and reveal.
Installations & Roll-Outs
We handle logistics and install — here or across the globe.
An experience studio
We stopped calling them events a long time ago.
The window was always just the beginning. Today the same shops that animate Fifth Avenue build brand activations, immersive installations, and end-to-end experiences for the world's most demanding houses.
Experiential Marketing
Brand experiences · Live experiences · Immersive experiences
The umbrella: pop-up activations, interactive installations, and product immersion that put people inside the brand.
Brand Activations
Consumer activation · Market activation · Experiential activation
Getting people to engage with a brand directly — not just see an ad, but reach out and touch it.
Experience Design
Experience architecture · Journey design · Brand experience design
Designing an end-to-end emotional arc, not producing a one-off event. Strategy, story and staging as one craft.
Immersive & Interactive
Spatial · Multi-sensory · Phygital
Projection mapping, AR/VR, and generative-AI moments that blur the line between physical and digital.
Community & Culture
Cultural experiences · Fan experiences · Community activations
Moments an audience gathers around and makes its own — the kind people travel for and post about.
Signature Experiences
Curated · Bespoke · Destination
The high-end work that never says the word "event": transformational, hospitality-grade, made for one brand only.
Where it's heading · 2025—2026
Living, intelligent, orchestrated experiences.
Adaptive experiences · Responsive environments · Ambient experiences · Experience systems
The next decade moves past "an event" toward environments that sense, respond and adapt — experiences that behave less like a stage set and more like a living system. That intersection of fabrication, technology and AI is exactly where we're pointed.
For over sixty years we've blended scenic design, technology and story to create moments people gather around. We call it Crowd Building.
1945
Crafting magic since
20,000 ft²
Studio in Woodside, Queens
Since 1999
Macy's animated windows, every year
Worldwide
Tokyo · Shanghai · Dubai · London · Paris
Bring us the weird brief.
Let's build something the street stops for.
Window display, custom fabrication, technical animation, retail activation, or some inadvisable hybrid of all four — tell us what you're imagining and we'll bring it to the real world.
Start a projectinfo@spaethdesign.com