shop window / showcase
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shop window
A large window at the front of a store where goods are displayed to attract customers' attention.
Die neue Modekollektion wird bereits im Schaufenster präsentiert.
The new fashion collection is already being presented in the shop window.
showcase
In a figurative sense, a place, event, or opportunity that serves to present something or someone publicly and in a particularly positive light.
Die internationale Messe ist ein wichtiges Schaufenster für die deutsche Industrie.
The international trade fair is an important showcase for German industry.
The word is a compound of 'schauen' (to look) and 'Fenster' (window). So it is literally a window meant for looking inside to view the displayed goods.
Die Kinder drückten sich die Nasen am Schaufenster platt.
The children pressed their noses flat against the shop window.
There are typical activities connected with a shop window. You can put something 'ins Schaufenster stellen' (to put something in the shop window), 'ein Schaufenster dekorieren' (to decorate a shop window), or 'einen Schaufensterbummel machen' (to go window-shopping, walking around and just looking without buying).
Am Sonntag machen wir oft einen Schaufensterbummel durch die Innenstadt.
On Sundays we often go window-shopping through the city center.
In the figurative sense, a 'Schaufenster' (showcase) is an opportunity to present something (e.g., an industry, a country, a technology) positively. It then serves as a 'Schaufenster für' (showcase for) or 'Schaufenster der' (showcase of) innovation/economy.
Die Automesse in Genf gilt als Schaufenster der neuesten Technologien.
The Geneva Motor Show is considered a showcase of the latest technologies.
business card
A company website can serve as a Schaufenster (showcase) or a Visitenkarte (calling card), because both create a positive public impression. Schaufenster emphasizes the insight it gives into what is being offered, whereas Visitenkarte emphasizes representative identity and the first impression. Choose Schaufenster for visible content and Visitenkarte for self-presentation.
Die neue Website ist ein Schaufenster des Unternehmens und zeigt seine wichtigsten Produkte.
The new website is a showcase for the company and displays its most important products.
Die übersichtliche Website ist die Visitenkarte des Unternehmens und vermittelt sofort einen professionellen Eindruck.
The well-organized website is the company's calling card and immediately conveys a professional impression.
