Schaufenster!

Hermes on Kurfuerstendamm

The German word Schaufenster means, literally, window for looking/gazing - and in contrast to many shop windows I've seen in the US, these windows really do offer something worth a gaze.

The main reason is most likely that Dekorateur is a profession in Germany. You do a combination of school and internship, and then you join a company that offers services, usually to different types of businesses. I'm sure there are also freelancers, but the point is that it's not the owner of the shop or an employee - it's a professional, often with resources that are used in the different displays.

Hermes on Kurfuerstendamm

The point is to make the window eye catching, so the passersby will stop and remember, or maybe even enter and purchase something. 

Children's fashion (Kurfuerstendamm)

More people walk in Europe, and many people walk in Berlin. Furthermore, window shopping is quite a popular pasttime on a Sunday afternoon. But even in small villages with few shops, the windows are usually done professionally - it's just done. 

Children's fashion (Kurfuerstendamm)

Stores on or near the Kurfuerstendamm or other famous shopping miles have the most out-there shop windows. But even simple displays on the side streets are arranged pleasingly. 

Children's shoes

It's really all about "first impressions count" - and about grabbing people's attention. 

Wine store

Really, I seeing a bunch of wine bottles in a shop window wouldn't make me stop - but the bright colors of the watering cans might even make me want to cross the street. 

Florist

And maybe the nautical theme of this florist's shop window, with  lighthouses, ship's steering wheel, rescue rings, and fish, might stop a gentleman who wouldn't give a window with flowers a second glance. 

Optician

With two opticians just a few houses down from each other, the need to attract attention is big and the windows are elaborate (the window below includes a video of a young woman with come-hither eyes). 

Optician

Pharmacies are especially elaborate with their displays, attempting to remind the passer-by of a problem they might have. Earlier this year, the focus was on hayfever. Now, it's more mixed and includes this charming window, which promotes different natural laxatives "For a Happy Ending" showing old film reels. 

Happy ending (pharmacy)

The best thing about the windows is that they're rotated quite frequently. That allows reuse of the materials, maybe in another part of town, and makes it even more likely that eventually someone stops in front of the store, and finally enters through the door to make a purchase. 

In the meantime, the rest of us can enjoy the show - maybe just as creative and entertaining as the street art, if we know how to look.