i see windows, sapi de cv is a consulting, education, and research practice dedicated to
scientific visual merchandising.

Visual merchandising is not only a retail practice; it is a system that can be observed, documented, and analysed.

Founded in 2016,
directed by Peter Hamer.

VM services

The work approaches visual merchandising as a system of signals, behaviors, and consequences, not as decoration, integrating research, teaching, and consultancy to support critical thinking, continuity, and responsible value creation in retail environments.

The work approaches visual merchandising as a system of signals, behaviors, and consequences, not as decoration, integrating research, teaching, and consultancy to support critical thinking, continuity, and responsible value creation in retail environments.

VM Tools & Analysis

latest review

  • 2026/03 Gucci – La Famiglia

    Gucci built its power on avoiding the obvious. So why do the “La Famiglia” windows simply reproduce the campaign? A closer look at Gvasalia’s first Gucci display.


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VM Research & Publishing

The work approaches visual merchandising as a system of signals, behaviors, and consequences, not as decoration, integrating research, teaching, and consultancy to support critical thinking, continuity, and responsible value creation in retail environments.