Fortnum's has been around for more than 300 years, and if it wants to be around for the next 300 years, it has a responsibility to be more innovative when conducting business. Founded in 1707 by William Fortnum and Hugh Mason, under the royal household, a perk of William’s role was re-selling Queen Anne’s used candle wax for a profit. This early example of recycling was a catalyst for the royal warrant holder’s success.
As a brand, Fortnum’s felt the time was right to use the Duke Street façade to highlight stories of transformation whilst outlining commitment to change and positive sustainability. Working alongside the Head of Creative, George set about developing window concepts that would convey the positive changes the world’s oldest department store was making, whilst remaining fun and contemporary in design.
A few of the concepts were as follows: Do you take synthetic? is portrayed by tea being poured into the ground to reflect the fact that the entire tea range is now plastic free and compostable. What a “whaleeeee” of plastic! After a little research George and the Head of Creative discovered that the weight of single use carrier bags being disposed of within the company, was roughly the same weight as a Blue Whale, so 140 tons of plastic was taken out of circulation and recycled into a replica of a giant sea mammal to highlight the store’s move to paper carrier bags.
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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
And finally, the hamper exchange, for those who hadn’t yet upcycled their wickers themselves into a dog basket, toy box or home for muddy wellies. The wicker worked recycle sign invited patrons to bring back the Fortnum’s icon in exchange for a voucher, for them to be recycled. The visual impact and message of substantiality was well received.
FORTNUM
& MASON
FUCTURE MATTERS
FORTNUM
& MASON
FUCTURE MATTERS
As an industry, retail does not particularly lend itself to sustainable practices. From the manufacturing processes to the packaging, it’s advertising and delivery, it’s a fast moving and intensive cycle designed to keep pace with customer’s expectations and demand.
