I See Windows

i see windows, sapi de cv, is a consulting, education, and research practice dedicated to advancing scientific visual merchandising: a mindset that treats retail as a system of signals, behaviors, and consequences, not as decoration. Founded in 2016 and directed by Peter Hamer, i see windows integrates research, teaching, and consultancy to support clarity, continuity, and responsible value creation across physical retail environments. The practice is grounded in the belief that retail space is not neutral: it teaches, guides, and affects behavior. Scientific VM offers a new lens for understanding and designing this influence with intention. Supporting this mindset are proprietary tools such as the i1 Model, the VM Canvas, and the Taxonomy of Displays: developed to help brands analyze and optimize existing VM strategies and understand the impact of design decisions. Services- Strategic consulting for luxury and design-driven retail - Education and seminars on retail systems and VM science - Retail photography and analysis for internal documentation and visual strategy Platform Assets- A continuously updated, subscription-based archive of 2,600+ window displays - The VM Journal, written and photographed by Peter Hamer