Fortnum & Mason is in the business of pleasure, home to extraordinary food, inspirational gifts, unforgettable experiences, and exceptional service. With a boldness and creativity that has defined them for centuries, everything the brand does is informed by passion and knowledge for the spectacular, the beautiful and the distinctive. So why would Valentine’s Day be any different? Love it or loathe it, Valentine’s Day is hard to ignore. For February 2020, Valentine’s Day was to be split into three sub-campaigns. “For The Love of”, “The Chapel of Love” and “Languages of Love”.
Fortnum’s has been creating Valentine’s chocolate boxes for decades, but for 2020 a new design was commissioned, with the refreshed design and artwork used for the campaign throughout. The theme for 2020 was inspired by the bestseller book, “The Five Love Languages” by Gary Chapman, the premise of which is that everyone has their primary form of communication and love language - touch, words of affirmation, experience and the art of giving. This was the starting point for the new chocolate heart boxes, the artwork for which was inspired by gift wrap originally created in the 1950s.
The design was enriched with detailed illustrations featuring love language symbols, filled with hidden quirks and discoverable elements, the new boxes, being hand drawn in pen and ink, were a feast for the eyes and a treat for the lips. Using a rich colour palate of red and heavy embossed gold foil, the new designs combine the five symbols of love whilst being intricate in its detail.
George focused on these beautifully intricate boxes, reworking the artwork and using the same graphic elements to create three-dimensional layering for the windows and the store’s overall visual direction. Playfully expanding this, George had large three-dimensional hearts flocked in red, to build into structures for above fixtures on the ground floor. Completing the scheme, on the lower ground floor, for of the month of February, stood “The Chapel of Love” and the Duke Street the windows highlighted “For the Love of”.
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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
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This impactful Valentine’s Day scheme was rolled-out throughout remote Fortnum’s stores with large bespoke made additions of the chocolate boxes being built with intricate metal gold detailing.
FORTNUM
& MASON
VALENTINES 2020
FORTNUM
& MASON
VALENTINES 2020
