Stepping back into the arena of retail design post maternity leave was a daunting thought within itself let alone after Covid-19. Admittedly I had all the reservations of returning to work as a freelancer and even questioned if retail design was still my bag!....but in the words of Ed Sheeran “you know it ain’t my time to call it a day….” ;-)
And so, to familiarise myself once again with it all, I wanted to get out there, see whats been happening, feel inspired and get motivated. Armed with a bottle of hand sanitizer and a face mask I set off for Oxford Street.
Aware that shops had just started to reopen, the downside to my expedition was knowing that there wouldn’t be much out there in terms of new window displays. But seeing as I hadn’t been anywhere for months and certainly not with my retail design hat on it would be a worthwhile trip nevertheless.
Usually when I make these trips for research, I have a theme or season in mind I want to focus on – for example, Mother’s Day, Easter, Summer looks, Christmas Windows etc. But this time I had no agenda apart from whatever caught my eye.
It is no secret that Selfridges are one of the highest benched marked brands when it comes to window displays, and even during Covid-19 this was no exception.
Simple ‘thank you notes amplified across entire windows around the building supported with posters designed by Selfridges staff members made this huge establishment come across sympathetic, thoughtful and personal.
You can learn more about their campaign here - https://www.selfridges.com/GB/en/features/articles/selfridges-loves/thank-you/
Seeing these heart-felt messages, I was now instantly drawn to those brands which were acknowledging the affects of COVID-19 and expressing gratitude. Not just adhering to government guidelines upon re-opening but identifying that months of lockdown had affected us all on a personal level...
...I had found my agenda.
Below are images of other stores which I was drawn to:
Canada Goose featuring artist Saroj Patel. - https://sarojpatel.com/
Ralph Lauren, Lush, L'Occitane
Kurt Gieger - we are one London tote
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