The windows are the eyes to the store and in recent years they have lacked product or content they seem to have just been “themes” – Christmas should be a time to pull out all the stops and give the store a magical feeling. So the customer can linger and then spend.
Smith and Jones have been round the iconic London stores and picked out the best five windows.
Liberty
Luella Christmas at Liberty – Maxine Groucutt (Head of visual merchandising)
Smith
I love the whimsy of the windows and how they have almost made it a retro front room after the dinner with all the attention to detail like the cardigan on the back of the chair, Queen on the TV. I also love how they have taken the essence of Liberty and used it in the cup display – lots of product and not too much over emphasis on the Liberty print.
Jones
As a bloke I am immediately drawn to these windows as they are strong, clever, patriotic (which is a common “war-time”, all-pull-together vibe when times are tough) and full of great gift ideas that I might have otherwise missed. I have now done quite a bit of shopping in this Store and will go back for more!
Selfridges.
Pantomime theme Sarah McCullough (Windows content manager)
Smith.
Just loved this “he is behind you “look of the window and pack with product and masses of ideas so you can see the full depth of the stores stock. Plus not just the chic expensive designer product but Betty Crocker vanilla cake mix to Le Creuset casserole dish. The models and the props had that larger than life pantomime feel to it.
Jones
My kids loved these windows, and as such I have been forced inside, like many other parents, to see more and to buy many things. It reminds me of the good old days in Oxford Street, when it was a real global destination – super! Selfridges needs to regain the ground it has lost to the Knightsbridge heavyweights!
Fortnum & Mason
Inspired by Matthew Bourne’s Swan Lake at Sadler’s Wells – Paul Symes (Display Director)
Smith
Fortnum & Mason always mix magic and product so well – I love the fact you can hear the music and the attention to detail is amazing.
I thought of Jones instantly when I saw the quote on the window ” He haunts the bars and clubs at night Seeking escape in forbidden delight”. You get a real essence of the ballet yet you can also see the myriad of products available in the store also on display.
Jones
This is the world Miss Jones aspires to live in and the windows reflect this...theatre, lavish luxury, quality and the unmistakable underlying sense of breeding….for me this smacks of the real old England in all its glory but in a strange way still very authentic…she is far too happy to dwell here. This Store keeps Piccadilly alive and thriving and for that reason alone it deserves a medal!
Harrods
Wizard of Oz theme Mark Briggs (head of visual merchandising) pictures by Mel Vincent.
Smith.
Yes you too can be Dorothy and buy the dress and enter the red slipper boudoir – the whole shop is themed – you can see the tourists and shoppers looking at every turn at something. The windows are very sleek and have almost a lavish production feel but small idiosyncrasies popping up like Toto the dog tucked in a corner of a window.
Jones
It does what it says on the tin…it gives the tourists, from both home and away, what they are looking for….the top of the tree, the unreachable, the best in class….still the main reason that most shoppers come to London. Knightsbridge continues to boom where others bust as a result of the pulling power of this giant so long may it prosper and maintain its position as Leader of the Pack!
Harvey Nichols
Yes you too can be Dorothy and buy the dress and enter the red slipper boudoir – the whole shop is themed – you can see the tourists and shoppers looking at every turn at something. The windows are very sleek and have almost a lavish production feel but small idiosyncrasies popping up like Toto the dog tucked in a corner of a window.
Jones
It does what it says on the tin…it gives the tourists, from both home and away, what they are looking for….the top of the tree, the unreachable, the best in class….still the main reason that most shoppers come to London. Knightsbridge continues to boom where others bust as a result of the pulling power of this giant so long may it prosper and maintain its position as Leader of the Pack!
Harvey Nichols
They have taken illustrations of Erte and added Rococo glamour Janet Wardley (Visual Merchandising Controller)
Smith
They have taken designer pieces from the store and had the model centre stage my favourite is the pink model emerging from a huge bauble. They have added all the amazing touches like exquisite jewellery.
Jones
I actually like this Store, even though as a “fella” I am not the target audience, and the focus is clearly on the ladies. The windows reflect the what’s new, cutting edge, fashionista, edgy side to London and therefore commands an audience…well worth a look if you want to be in the know…..not sure I know enough though?!!
Overview.
Smith
Maybe the recession has been good as its taken retailers back into the entertainment business and given consumers a reason to leave their sofa and mouse and look at these epic windows for a reason to spend money not just on the basic necessities.
Jones
The major Stores have done London proud this year, certainly making a shopping trip worthwhile, which is why the West End is trading far better than the rest of the country right now. Long may it continue.
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