In my opinion a window display is one of the most important ways to attract customers to your store, whether it be through an intriguing display, an eye catching graphic or a message.
To launch the new AW17 season at Trilogy we decided to focus the displays on the rainbow colours that were featuring in the knitwear. So we decided to create ombre strips of colour to hang in the Chelsea window, and use as decals in all other stores. Using transparent decals allows subtle colour into the window without being overpowering letting the product stand out.
I was contacted through a creative social network that I am involved in, by the owner of Alexandra Wood Bespoke Tailoring, a Saville Row tailor specialising in bespoke, ready to wear and made to measure mens tailored suits, shirts and accessories. She required some assistance with her Bishops Stortford and newly opened (July 17) Shoreditch store, to help with her window and in store displays. For the main Bishops Stortford store I created a couple of seasonal, themed window concepts using Travel as one, and Ascot/Wimbledon as another. I provided Alexandra with visuals which showcased how the windows should be presented, suggested props and print to design and purchase, and made display suggestions for product.
I then designed a Made to Measure window for the Shoreditch store, using pattern cutting prints used as hanging panels and decals, mixed with display boxes and made suggestions on how to improve the in-store experience on the front table, wall spaces and create destination areas. All design and art working, as well as sourcing printers and costings was done by myself.
This season I have been able to work with House of CB on some of their window displays for their UK and US stores. Working within their brand guidelines, and colour palette of soft blush tones, and gold highlights, and with the team at CCLR UK we have created some exciting 3D displays using flowers and tropical foliage for their Spring and Summer campaigns. We have worked the designs across the varying store sizes and parameters, delivering schemes that have required minimal installation.
For Summer we took the same colour palette as Spring but this time worked it around the tropical Campaign imagery to create an arrangement of banana and palm leaves. Again all palms were made by hand, and created in sections for easy application using a mix of gold foil, white, pink and blush. We also created sets of decals to layer in front of the panels.
For Spring we created hundreds of handmade flowers, in tonal colours, that were affixed to the back wall and were also used as a freestanding panel in concession stores, and a hanging panel in the US stores. They complimented the SS17 product and really gave the window stand-out and presence especially on this scale in Stratford Westfield.
Trilogy came to me to help with the next phases of windows, which included looking at Exclusive jean launches for one of their brands in April, showcasing their bold shirt and dress prints in May and assistance with creative ideas for their one-off Chelsea in Bloom window in collaboration with the Chelsea Flower show. I was delighted to help with all, working on ideas, design and art working. Their Chelsea in Bloom window looked amazing, and really came to life with the use of real flowers & safari inspired props!
I was asked by Phase Eight to help with the SS17 Dress Destination and Weekend Style windows. This was one of the first times the brand wanted to roll out campaign imagery across all windows, so I developed a scheme that worked with and without imagery, depending on stock availability. Simple pastel colours fabric banners hung alongside imagery, and created a backdrop for all manner of product, from Bridal, to dresses and work wear. I also created a bespoke scheme for their flagship window just off Oxford Street, picking up on the flowers used in the imagery, and creating floral plinth covers and bespoke oversized delphinium decals, all photographed and art worked by myself in my home studio.
Having worked on the Trilogy look books for two seasons now, the team asked me to help with creating more interest in their 5 London Stores windows. So for the SS17 season, we first we came up with a Denim window for March launch, using their new key styles, using simple white fret cut vinyls to highlight the ‘Girls’ names, and simple blue and denim effect fabric banners to add texture and interest.
Christmas came and went so quickly, and I never had time to share my Top Store and All Store window concepts for Phase Eight, so here are pictures of the final designs executed. Top Store was gold effect banners produced by Hello Flamingo, which reflected the campaign imagery used in the Christmas look book and online. Then the All Store windows focused on a screen printed dot effect pattern, in rich metallics, to frame the window and showcase the glitzy party wear.
A few recent photos of my Phase Eight windows, as a freelance Creative Consultant, including windows for the Queen’s 90th Birthday and Chelsea Flower Show.
Here are a selection of windows I have done over the last 10 years. Many are for Monsoon Accessorize, but a few in there for Boux Avenue and Mothercare too. They mix print, props, 2D and 3D media. There are also some window visuals and concepts in amongst these to show how an idea is created, and prepared for sign off before it goes into production. All designed by myself, allocated and in some cases installed by me too!