An illuminating display window has a window pane and a graphic element including fluorescent material. The graphic element has a major surface facing forward and a perimeter surface extending transverse to the major surface. An electromagnetic radiation source is configured to emit electromagnetic radiation to the perimeter surface of the graphic element. The radiation includes electromagnetic radiation having a wavelength in a non-visible spectrum. The graphic element fluoresces in response to the non-visible radiation to transmit visible light to an observer in front of the window pane. To form the graphic element, fluorescent ink can be deposited on a panel in a predefined pattern or a fluorescent panel could be shaped to have a predefined shape.