Visual merchandising is at the heart of retail design - the fine art of persuasion. Window dressing is now only a small part of display and visual merchandising, which encompasses the in-store 3D environment, graphics, audiovisual media and point-of-purchase material - all the way to the store as total embodiment of the brand." "From an icicle window display made of resin to bespoke acid-colored glass shelving; from one small figurine as a display to actors playing football in "live windows," visual merchandising is always breaking new molds in style, lighting and use of materials." "By contrasting different international approaches to visual merchandising, this industry insider's view reveals the disparate ways in which retailers chase and stimulate that elusive X-factor that pushes customers towards a purchase: Retail Desire."--Jacket