This article highlights the transfers and practical uses of thecommercial knowledge of window dressing in early twentieth-century Sweden through the analysis of the professional careerand family business of Oscar Lundkvist, Swedish display pioneerand former window dresser in chief of the largest and firstSwedish department store,Nordiska Kompaniet. Building on richsource material including unique written and photographicdocuments from the Lundkvist family, educational material andtrade journals, we show how the innovative and spectacularbecame ordinary and mundane in retail praxis. We argue that theemergence and professionalization of window display broughtwith it the dissemination and trivialization of the same practice.By focusing on not only the most conspicuous aspects andcultural meanings of window displays but also on the materialsand competences involved, we explain how setting up thedisplays became an everyday commercial practice and how it waspositioned between advertising and retail as well as between theartistic and the commercial.