Create an inspiring, inventive, conceptually relevant and eye-catching display for John Lewis’ flagship Oxford Street store for the Autumn season, that reshapes expectations of what shop windows do and can be, but keeps product firmly at its heart.
Store windows are there to communicate, not decorate, so think about what you’re saying, how, and why. The ideal shop window will make hurried commuters stop for a closer look and draw new customers to the store.
window dimensions: 6m width, 2.4m height, 1.4m depth
window dimensions: 6m width, 2.4m height, 1.4m depth
Research on Window Displays
LANVIN - PARIS 2012
LANVIN - PARIS 2012
SELFRIDGES - PROJECT OCEAN CAMPAIGN - LONDON 2013
DOLCE AND GABBANA - MILAN 2011
MOSCHINO - LOS ANGELES 2015
MOSCHINO - LONDON 2011
HARRODS - CHINESE NEW YEAR - LONDON 2013
HARRODS - WIZARD OF OZ THEME - LONDON 2009
MOSCHINO - DIRECTED BY EDD WEST - LONDON 2006
MARC JACOBS - SOUTH PARK THEME - NEW YORK 2012
BARNEYS - 60 YEARS OF CHLOE - NEW YORK 2013
FORTNUM AND MASON - WIZARD OF OZ - LONDON 2006
LOUIS VUITTON - NEW YORK 2011
LOUIS VUITTON - YAYOI KASUMA - NEW YORK 2012
JOHN LEWIS - CHRISTMAS - LONDON 2013
SEASON of mists and mellow fruitfulness,
Close bosom-friend of the maturing sun;
Conspiring with him how to load and bless
With fruit the vines that round the thatch-eves run;
To bend with apples the moss’d cottage-trees,
And fill all fruit with ripeness to the core;
To swell the gourd, and plump the hazel shells
With a sweet kernel; to set budding more,
And still more, later flowers for the bees,
Until they think warm days will never cease,
For Summer has o’er-brimm’d their clammy cells.
Close bosom-friend of the maturing sun;
Conspiring with him how to load and bless
With fruit the vines that round the thatch-eves run;
To bend with apples the moss’d cottage-trees,
And fill all fruit with ripeness to the core;
To swell the gourd, and plump the hazel shells
With a sweet kernel; to set budding more,
And still more, later flowers for the bees,
Until they think warm days will never cease,
For Summer has o’er-brimm’d their clammy cells.
2.
Who hath not seen thee oft amid thy store?
Sometimes whoever seeks abroad may find
Thee sitting careless on a granary floor,
Thy hair soft-lifted by the winnowing wind;
Or on a half-reap’d furrow sound asleep,
Drows’d with the fume of poppies, while thy hook
Spares the next swath and all its twined flowers:
And sometimes like a gleaner thou dost keep
Steady thy laden head across a brook;
Or by a cyder-press, with patient look,
Thou watchest the last oozings hours by hours.
Sometimes whoever seeks abroad may find
Thee sitting careless on a granary floor,
Thy hair soft-lifted by the winnowing wind;
Or on a half-reap’d furrow sound asleep,
Drows’d with the fume of poppies, while thy hook
Spares the next swath and all its twined flowers:
And sometimes like a gleaner thou dost keep
Steady thy laden head across a brook;
Or by a cyder-press, with patient look,
Thou watchest the last oozings hours by hours.
3.
Where are the songs of Spring? Ay, where are they?
Think not of them, thou hast thy music too,—
While barred clouds bloom the soft-dying day,
And touch the stubble plains with rosy hue;
Then in a wailful choir the small gnats mourn
Among the river sallows, borne aloft
Or sinking as the light wind lives or dies;
And full-grown lambs loud bleat from hilly bourn;
Hedge-crickets sing; and now with treble soft
The red-breast whistles from a garden-croft;
And gathering swallows twitter in the skies.
Think not of them, thou hast thy music too,—
While barred clouds bloom the soft-dying day,
And touch the stubble plains with rosy hue;
Then in a wailful choir the small gnats mourn
Among the river sallows, borne aloft
Or sinking as the light wind lives or dies;
And full-grown lambs loud bleat from hilly bourn;
Hedge-crickets sing; and now with treble soft
The red-breast whistles from a garden-croft;
And gathering swallows twitter in the skies.
lambs, robins, swallows, rivers, cyder-press, flowers, poppies, fruit, sun, weather, nature.
leading up to winter/christmas
nights getting darker
halloween
harvest festival
migration
weather getting colder
transitionary period
BRITISH NOSTALGIA / IDEALISTIC BRITAIN
cars (land rover, jaguar)
fashion
events
traditions
countryside
family
What do people want in autumn?
warmth
homeliness
happiness
Living Room Setting
cosy armchair, woodburning fire, slippers, wallpaper, soft lighting, wood smell, library, leatherbound books.
RELATED IMAGERY - The Atmosphere we're aiming for
JOHN LEWIS PRODUCTS WHICH WOULD CONSTRUCT THE SCENE
The fantasy setting would be achievable via buying the products.
Seating
Rugs + Carpets
Small Tables
Additional Decoration Pieces
Globe would be motorized to slowly rotate
''ADULT BLANKET FORT''
Production: We had a large problem when it came to mocking up the display. We first created a digital college, however it looked very unprofessional and didn't get across the personality of the work.
leading up to winter/christmas
nights getting darker
halloween
harvest festival
migration
weather getting colder
transitionary period
BRITISH NOSTALGIA / IDEALISTIC BRITAIN
cars (land rover, jaguar)
fashion
events
traditions
countryside
family
What do people want in autumn?
warmth
homeliness
happiness
Living Room Setting
cosy armchair, woodburning fire, slippers, wallpaper, soft lighting, wood smell, library, leatherbound books.
RELATED IMAGERY - The Atmosphere we're aiming for
JOHN LEWIS PRODUCTS WHICH WOULD CONSTRUCT THE SCENE
The fantasy setting would be achievable via buying the products.
Seating
Rugs + Carpets
Additional Decoration Pieces
''ADULT BLANKET FORT''
Production: We had a large problem when it came to mocking up the display. We first created a digital college, however it looked very unprofessional and didn't get across the personality of the work.
We then produced a real college, however this too proved to be a poor way to show the design. We then decided in order to show depth and light correctly to make a miniature display using laser-cut wood and perspex, photographing it with specialist lighting in the photography studio. The perspex was lined with electrical tape to represent lead lining, and we used a 7mm MDF for the products.
