A system for displaying a product is disclosed. The system includes a wall having a recess therein and a display structure that defines the recess. The display structure extends through a front surface of the wall and includes a frame having a top panel, a bottom panel, and two side panels. The top and bottom panels are longer than the side panels. The system further includes a plurality of modular display units disposed within the display structure. Each modular display unit extends from the bottom panel to the top panel. At least a first one of the modular display units includes a frame open to a front exterior of the display structure and at least a second one of the modular display units is not open to the front exterior of the display structure. The system further includes a plurality of display elements disposed within the plurality of display units.