Seen and noticed in Paris, on the rue du Faubourg Saint-Antoine (east of the Bastille): a bakery whose display window projects on to the sidewalk.

The display window shows off cakes and pastries. This show is remarkable because it projects –literally– from the bakery to the street: in a fashion, the cakes come to the customer.

Isn’t this inspired marketing?

One of the pleasures of strolling in Paris is being able to enjoy many desserts in bakery store windows. I eat cakes only rarely –were I to travel back in time, I’m sure my 10-year-old self would be aghast– but I enjoy them through bakery windows most every day.

Many bakeries use display windows to promote their wares, but the grammar of bakery windows is drawn mostly from jewelry stores, and banks. The bakery pictured here takes a different approach.