How Window Displays become Story Tellers: London

Lisa Le PeurianHi! I’m Lisa and I’m Guest Blogging for Scarlet Opus. I moved to London in January, where I’ve been inspired by the culture, fashion, design, and fast pace of life, but most of all by the shopping! A trip down Oxford Street is now a daily (very expensive) route to work for me… so come along and have a look at the shopping temptations I face…

Walking down Oxford Street through the hustle & bustle of people – tourists, workers and street performers – with the noise of the buses, traffic and jibber-jabber of voices, there is nowhere to escape, nowhere to hide, nowhere to find peace and quiet other than the silent stillness of a shop window. I’m drawn in by the tranquility of the untouchable beauty juxtaposed against the heavily crowded streets of London.

oxford st

During a days shopping on Oxford street you pass many window displays but at the height of luxury in the West End, no one does it quite as well as Selfridges & Co, with its gilded gold, Art Deco surrounding, and ornate columns beautifully framing the windows below.

selfridgesSelfridges London East Corner by Andrew Meredith

‘Bug’s Diner’ is definitely my favorite window at Selfridges this season, with pastel colours, neon signs, jukebox and bugs!? This strange and fun mix of classic 50s, brought together with large plastic bugs, is very disconcerting in a diner setting but is interesting and eye-catching, and adds an intriguing shock factor. The full swing skirts, matching twin sets and pastel rinse wigs really create a strong retro vibe. The mono colour blocks on the mannequins work well against the checkerboard tile effect background and chrome finishes:

bugs-for-WEB

Alongside the diner window is the ‘Meet the Mixologist‘ window.  It’s part of the “Meet the Makers” promotion that Selfridges are hosting this season, enabling you to go along and meet the different personalities behind the making of the products, bars and restaurants that are within Selfridges. There are “live demonstrations, tours and tastings”. The ‘Meet the Mixologist’ window includes diffused pastel backdrops and neon lighting, with rotating ombres of liquor bottles screaming summer city party time:

mix-for-WEBIn complete contrast to these flirty and fun pastel tones and vibrant electric lights is the ‘Meet the Bakers‘ window display. The use of muted tones, bare wood and deep mint green bring a real feeling of comfort and authenticity, with freshly baked bread displayed in the window. Evocative touches are created by the left behind remnants of a customer – an umbrella, newspaper, coat, coffee cup and half eaten roll, reminding us of the simpler things in life:

bread-for-WEB

Meet the Distillery‘ is the story behind the making of gin, which is of course a big part of the summer party scene.  But this window is presented in a stripped back style – a gentlemen’s library, among which the distillery equipment is displayed in the middle along with the home comforts of an armchair, book cases and dog bed (which actually represents Darcy the Labrador’s bed, who belongs to the founders of Cambridge Distillery, Will Lowe and his wife Lucy). It’s a very personal scene that tells a story behind the product you’re buying into, and it’s very comforting and draws you in.

Gin-for-WEBAnother department store that has taken a look at “The Makers” is Harrods.  Their windows are currently dressed to show unfinished garments and accessories, showing the pattern work and construction which tells the story behind how and where the pieces are made:

undressed-for-WEBSome of the ‘Maker’ themed Harrods windows have a big focus on handbags, and there are also handbags that are showcased with graffiti scrawled across them and the mannequins:

Harrods-for-WEB

This graffiti theme is seen in lower end retail shops such as Topshop too, where splashes of colour decorate the surrounding surfaces of the window display. This look actually reminds me of Holi fest – the festival of colour, which was lots of fun this summer in London, throwing coloured chalk at one another!

Topshop-for-web

Our thanks to Lisa Le Peurian for sharing her store window story finds with us.

If you’re attending TISE East at Miami Beach and you’re interested in learning more about creating store window displays based around storytelling and trend themes, then join Phil & Victoria on their exciting 2 part Workshop on October 20th More details here HERE

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