Just across from the RA's Abstract Expressionism show there has been Fortnum & Mason's and the wonderful window art that they show every Christmas time. This Christmas window display really interested me through the various designs on display. In each display there were many different elements which captured my eye, from layout, to colour, to small details to add a hidden pattern element to the pieces.
Together We're Merrier
The themes for Fortnum & Mason's 2016 Christmas window display was 'Together We're Merrier'. The concept was devised by communication agency Otherway and Fortnum & Mason's customer experience director Zia Zareem-Slade.
Otherway has created a 72-page Christmas brochure for the brand and a series of posters presenting nine festive stories.
Otherway has created a 72-page Christmas brochure for the brand and a series of posters presenting nine festive stories. Each poster has the many image, layout of the window displays which adds another element to these window displays. They're not just normal everyday window displays, they are a joint group work of art.
Each window display is like its own story which tells a tale of an unlikely pairing, from a wolf and a sheep to a butcher and a turkey. They have created the story of the unlikely pairing putting aside their differences for the festive season. The window display stories are told through rhymes and illustrations and characters were drawn by Bret Ryder using sketches provided by Otherway.
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Image, of drawings for the windows, from
www.creativereview.co.uk |
The campaign was brought to life in 3D by a team of sculpture artists, who created large-scale models for window displays using fibre glass moulds based on Ryder’s artwork. A team of theatre make-up artists then hand-painted each model to match his illustrations.
Background displays were made for each window using thousands of bought and found objects. Windows also feature smaller scenes showing model mice enjoying festive moments.
First window display
Around the side of Fortnum & Mason's building there was another set of window display, which was but wasn't a part of the window display at the first. It joints into the Christmas theme, but they're to a part of 'Together We're Merrier'.
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
This side of the window display was quite interesting through the way they make the basket that you can buy in the store into angles or birds. With that they have connected the Christmas theme through each window display. Also its a very unique way to show the items that you can buy within the baskets.
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
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| Photo, I took of the side window display |
Sun and Moon
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Image of the one of the posters made by Otherway-from-
www.creativereview.co.uk |
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| Image of the piece-from- www.creativereview.co.uk |
A giant sun and moon hang from the shop’s atrium in an embrace and Fortnum’s will be highlighting unusual food and drink pairings in store throughout the Christmas period.
I never saw this piece through the way in was inside the store and I didn't really know that there was this piece until, I was looking up about these window displays and I came across the creativereview website and there was the image of it. I love the different effects from the poster of the finished piece with the main idea the same, but the overall design coming out much more different.
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Image of the book by Stephen Fry-from-
www.creativereview.co.uk |
The brand has also released some limited edition products inspired by the campaign, including a six-person cracker with jokes written by Stephen Fry.
I love the fact that they're not just window displays, there's so much more to them by bringing so many different people from different profession to add their style a element to all this time 'Together We're Merrier'.
Fortnum & Mason says the campaign aims to celebrate “the coming together of family, friends and foes” after a year in which Brexit and the US election has divided friends, family and generations. “[Christmas] is a time of togetherness and celebration and in the current climate, we felt this message was never more relevant,” says Zareem-Slade.
The Early Bird & The Night owl
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| Image of the one of the posters made by Otherway-from-www.creativereview.co.uk |
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| Photo I took of the window display |
I really love the background for this piece through the way that they are all recycled clocks that they have collected and painted white. They have the element of time show through this piece of the cock-rail being the early bird of the morning and the night owl being night with the clock surrounding them with time. The characters come together fir Christmas, but in real life they would never meet.
The Bull & The China
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| Image of one of the posters |
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| Photo I took of the window display |
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Behind the scenes of the background-from-
www.creativereview.co.uk |
As before, this window display has a very interesting, layered and textured background. I really like the way the backgrounds have high levels of detail through texture, but they hold back on the colour to create a contrast from the focal points and the background. This makes the focal piece stand out more and I feel that the background is a white colour to imitate snow as the display is Christmas themed.
The Boy & The Brussel Sprouts
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| Image of one of the posters |
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| Photo I took of the display |
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| Close up photo I took of the display |
The Lobster & The Chef
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| Image of one of the posters |
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| Photo I took of the display |
The Wolf & The Sheep
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| Image of one of the posters |
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| Photo I took of the display |
The Turkey & The Butcher
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| Image of one of the posters |
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Photo I took of the display
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The Polar Bear & The Penguin
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| Image of one of the posters |
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| Photo I took of the display |
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| Close up of the display |
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| Close up of the display |
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