In 2019 Fortnum’s added a new addition to its collection of fine spirits - London White Rum. George was briefed with transforming the Piccadilly corner window to highlight the launch of this tropical tipple. Whilst conceptualising a store window display, it is often best to start with the initial thoughts and classic images that first come to mind, whilst highlighting the product’s unique selling point.
Storytelling is proven to work as a strategic business tool, so vivid images of relaxing on white sandy beaches, a craving for piña coladas or sipping daiquiris in Cuba spring to mind. And who can forget Jack Sparrow from The Pirates of the Caribbean and his relationship with rum?
George took all this of this imagery on board when designing, inspired by the tropical climes and vibrant energy of Jamaica but he also played on the fact that the rum was distilled in London. There is nothing more synonymous with London than the iconic London Underground logo, so George replicated one using a circular light box. And why wouldn’t one of these wash up on a beach? George built a sand dune with cardboard boxes, gluing sand all over to mimic a paradise island. A window display should tell at least a basic story and the finished display certainly achieved this outcome.
FORTNUM
& MASON
LONDON RUM
FORTNUM
& MASON
LONDON RUM
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Visual merchandising and store design go hand in hand when influencing consumer behaviour. Visual draughts need to be planned meticulously, setting out a precise vision of the customer’s needs.
George can propose layouts though analysing sale reports, create bespoke themes based on engagement and produce memorable visual points of interest, which achieve the ultimate aim of increasing customer engagement and driving more sales.
George can imagine exclusive retail brand atmospheres from the initial concept stage right through to 3D visuals, before bringing his vision to life in the store.
Consumer demands are forever changing, and the retail industry must evolve accordingly by providing unique and relatable shopping environments designed with passion. If you need a fresh approach to your brand’s visual strategy to enhance your customer’s experience, then get in touch.
Bespoke installations or multi-store design, every window display is unique and imagined to inspire potential customers. Windows act as a gateway to the customer’s journey in the store, setting the scene for what is to come by dazzling the senses.
George has been creating memorable, innovative and engaging window displays for premier retailers for over a decade, capturing the intense experience that show-stopping window displays and distinctive visual merchandising schemes should induce in the customers.
Visual Merchandising
Windows
Design
Unlike the front run of eight windows facing Piccadilly, or the side run of nine along Duke Street, Fortnum’s corner window connects both streets, acting as a standalone visual medium, continuously changing to meet the business’s needs. Primarily it was a promotional space for a new product launch, seasonal and public celebrations or to showcase promotional offers in-store.
