How does art become a subversive partner of consumer culture? And how does the gaze into a shop window merge with that into a museum? Fresh Window illuminates a rich chapter in art history, where the shop window becomes a stage, and the promise of consumerism transforms into art. Spanning from the opulent displays of the early 20th century to the radical performances of today, this book bridges commerce, creativity, and societal change.

Since the late 19th century, the shop window has shaped the urban landscape, mediating between the promises of consumer goods and the desires of passersby. The exhibition Fresh Window: The Art of Display & Display of Art at the Museum Tinguely, inspired by Marcel Duchamp’s iconic work Fresh Widow, explores the window as a membrane between public space and hidden desire, between art and life. Many artists not only earned a living through window displays but also used this setting as a testing ground to experiment with new practices. Works by artists such as Jean Tinguely, Andy Warhol, and Marina Abramović reveal how the boundary between consumer culture and artistic experimentation is continually renegotiated—sometimes ironically, sometimes shockingly.

With a wealth of essays and visual material, Fresh Window vividly illustrates the intriguing history and current relevance of this hybrid art form that has shaped urban spaces and continually challenged consumer society. An inspiring work for all who see art as a dynamic interplay between creation and audience.