For the Visual team, Zebedee’s illustrations naturally acted as the main inspiration when transforming the Piccadilly windows run, as well as the entire store interior, in the book’s honour.
The brief was to produce a concept with displays relating to the book, bringing the pages to life throughout the store to both engage customers and create exposure for the book’s launch. The ‘Take Time for Tea’ campaign ran throughout all stores and across a wide range of visual touchpoints.
George worked with the Head of Creative to draft visual designs for the window run, which drew inspiration from and elaborated upon the stages of tea making and incorporated many of Zebedee’s characters, which would later be produced and cast in three-dimensional form by the prop makers.
The windows consisted of a tower of teacups, thirst-quenching tea cocktails, an enormous teapot and bees buzzing around some freshly baked scones. There windows were transformed into a wonderful homage to teatime and yes, that really is a biscuit standing arm in arm with a giant teacup!
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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
Flanked by the Make Time for Tea windows, upon stepping through the Fortnum’s front doors and the book was magically brought to life in the store. In the atrium, a giant replica of the world-famous Fortnum and Mason teapot was handcrafted and suspended from the ceiling. Oversize books were then attached to a hidden framework and positioned to give the appearance they were pouring out of the giant spout, echoing the effect of a waterfall of tea, flowing down through the 17-meter central foyer. This created a multi-level visually display.
FORTNUM
& MASON
TIME FOR TEA
FORTNUM
& MASON
TIME FOR TEA
In April 2021, in furtherance of the launch of Fortnum’s new book, Time for Tea, the store decided to pursue a wider category-focused campaign called “Take Time for Tea”, which ran until May.
The book, which had been ‘brewing’ for a while, draws on over 300 years of experience, and is a celebration of Fortnum's appreciation for tea in every form. Focusing on 50 inspirational tea-themed recipes, written by Tom Parker Bowles and humorously illustrated by cartoonist Zebedee Helm, the book really is a festival of teatime.
