The Lost Art of Visual Merchandising: Jim Spizale’s Masterpiece at Mr. B

In a world where retail is increasingly dominated by standardized layouts and mass-produced aesthetics, Jim Spizale stands out as a master of a nearly forgotten craft: the art of visual merchandising. At Mr. B, Jim's work goes far beyond arranging displays. He brings storytelling, artistry, and decades of expertise to every window, layout, and outfit combination, creating an experience unlike any other in Des Moines.

For Jim, visual merchandising is more than a job; it’s a calling rooted in family and tradition. Growing up in Minneapolis, he learned the trade from his father, a former New York City window dresser turned freelance visual merchandiser. “My dad was stationed in New York during World War II and fell into the world of men’s display by accident,” Jim recalls. “He moved to Minneapolis and had so much work freelancing that he trained me and my brothers to help. I guess we all had a flair for it.”

From a young age, Jim was mesmerized by the magic of holiday window displays downtown, where animated figures and elaborate designs turned storefronts into works of art. The thought that his father helped create those captivating scenes inspired Jim to follow in his footsteps. By the time he was out of high school, Jim had fully immersed himself in the world of visual merchandising—a passion that would bring him to Iowa and, eventually, to Mr. B.

A 1983 feature in the Minneapolis Star and Tribune honors the artistry of Jim Spizale’s father, showcasing his visual display work—a legacy of creativity and craftsmanship that Jim proudly carries on at Mr. B.

A Creative Journey to Des Moines

Jim’s journey to Des Moines began when he was just 19, hired as a visual manager for Hart Schaffner Marx. Though he originally planned to stay temporarily, life had other plans. “I met my wife, got married, and realized I really liked it here,” Jim says. “Des Moines became home.”

It wasn’t long before Jim crossed paths with Mr. B, where his talent quickly became an integral part of the store’s identity. Over the years, he transitioned from freelance projects to a full-time role, shaping the look and feel of Mr. B through countless changes and evolutions.

A Unique Talent in a Unique Store

At Mr. B, Jim’s work touches every part of the shopping experience. “Visual merchandising is everything you see,” he explains. “It’s not just the displays—it’s the layout of the store, the lighting, how organized it is. My job is to create interesting, cohesive presentations that make it easier for customers to shop and for salespeople to help them.”

For many men, shopping for clothes can feel overwhelming. They may pick out a few items they like but struggle to assemble a complete outfit. That’s where Jim’s talent shines. By pairing pieces and creating visually compelling displays, he helps customers see the possibilities, making it easier for them to envision—and buy—coordinated looks.

While his day-to-day responsibilities are broad, Jim admits his favorite part of the job is designing the store’s windows. “The windows are about 10% of what I do, but they’re the most fun,” he says. “They’re a chance to get creative, tell a story, and really draw people in.”

Behind the scenes of artistry: Jim Spizale’s detailed storyboard sketches for Mr. B’s holiday window displays. From Marilyn Monroe to Elvis and Santa Claus, these visualizations guide the creative process before the designs are brought to life.

The Art of Storytelling Through Windows

This holiday season, Jim’s window displays are inspired by popular Christmas songs and reimagined through the lens of iconic celebrities. One window features Marilyn Monroe singing “Santa Baby” in a glamorous scene complete with a pink Christmas tree and a poster of Monroe alongside James Dean, Humphrey Bogart, and Elvis Presley. Another window brings Elvis himself to life, rocking around the Christmas tree in a vibrant, festive display.

The process behind these stunning creations is anything but simple. Jim starts with a sketch, meticulously planning each element to scale. “I even lay out a full-size footprint in the warehouse to make sure everything fits,” he explains. Once the props and major pieces are in place, Jim fine-tunes the details, ensuring the lighting, movement, and composition come together perfectly. “A great window tells a story,” he says. “It conveys the personality of the store and draws customers in.”

For Jim, creating these displays is about more than aesthetics—it’s about giving Des Moines a taste of the artistry typically reserved for major cities like New York. “Visual merchandising is still out there, but it’s often corporately driven with planograms to follow. At Mr. B, I have the freedom to be creative, and that makes all the difference.”

A Rare and Valuable Skill

In an era where retail trends lean toward homogenization, Jim’s work is a reminder of the power of individuality. Visual merchandising as an art form has largely faded, replaced by standardized layouts and cost-cutting measures. Yet at Mr. B, Jim’s displays continue to delight and inspire, offering a personal, local touch that sets the store apart.

“I think of Mr. B as a company that truly values customer service,” Jim says. “We have beautiful, high-quality merchandise, but what keeps people coming back is the experience—the personal attention, the pampering. If I can contribute to that experience and make it even better for our customers, then I’ve done my job.”

Jim Spizale is more than a visual merchandiser—he’s an artist, a storyteller, and an irreplaceable part of the Mr. B family. His work transforms shopping into an experience, reminding us all that sometimes, it’s the little details that make the biggest difference.

At Mr. B, you’re not just shopping; you’re experiencing the difference.

See the Magic for Yourself

Jim Spizale’s holiday window displays are more than just decorations—they’re works of art that tell a story. We invite you to visit Mr. B to experience the magic in person. Each window is a testament to Jim’s creativity, talent, and the unique charm of our store. Stop by and see for yourself why his craft is truly a lost art.