However, the following months gave hope, with the restrictive rules banning socialising being slowly lifted. With international travel still restricted, many Brits nevertheless jumped at the thought of freedom once more, taking to home soil for a family staycation, a friendly gathering, or a summer picnic!
For Summer 2021, Fortnum’s was putting themselves at the centre of the definitive outdoor dining experience once again. Revamping the brands previous loved ‘Alfresco’ range with a contemporary design, the new modernised collection was to be functional and incorporate everything needed for the great outdoors whilst enjoying the temperamental British sunshine.
Go Forth and Feast. That, in four words, was the attitude for the department stores summertime campaign. George was briefed to create an inspirational area on the first floor (home to entertaining and dining) that would showcase the fresh range, to naturally drive sales whilst encouraging people to flock outside following the pernicious Pandemic. Whether that be at a bustling park, a sun-dappled garden or under an umbrella at the seaside, the campaign swung into action.
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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
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After drafting mood boards, George created visuals to communicate his concepts - a simple vision with the main retail ‘wow-factor’ being a ceiling treatment inspired by willow trees, a common sight in any British park. This theatrical overhead treatment was beyond the budget if it were externally produced, so with the support of the visual department, George’s idea was realised by meticulously scissoring individual crepe paper leaves and hand sewing them to wool vine strands, therefore remaining environmentally friendly and sustainable.
The Duke Street windows were also earmarked to celebrate the new picnicware collection and the Great British Summertime. George and the creative lead worked on a scheme, bouncing ideas back and forth. The finalised designs being a contemporary summer scene highlighting the range by incorporating the product colours and making a feature of the tartan pattern used within the collection. Once again George drew up the windows concept, before liaising back and forth with prop makers, vinyl suppliers and carpenters.
Whilst you might not always be able to rely on the great British weather, the unveiled installation was sure to get passers-by in the sunshine spirit, and raring to partake in the ‘Picnicdemic’.
FORTNUM
& MASON
PICNIC 2021
FORTNUM
& MASON
PICNIC 2021
2021 was a year with an exceptionally dark and dreary February. The United Kingdom, like much of the world, was in the midst of the Covid pandemic and a horrendously gloomy national lockdown – the third in fact.
