by Fortnum & Mason, for Fortnum & Mason
When theatre doors shut because of lockdown, hundreds of designers found themselves without work overnight. Fortnum & Mason’s Joy Windows sought to support a selection of these designers, by inviting them to each make over one of the department store’s high-profile window displays. Such an opportunity is a rare honour – the store typically has complete creative control over what makes it to the windows.
The final result featured work from costume, set and stage designers, all of which were given a wide brief to create something inspired by joy. Costume designer April Dalton filled her window with nature to make the point that the world carries on, even during a pandemic. Meanwhile, set designer Tahra Zafar designed her window to reflect a tender bedtime moment between parent and child.
The judges said: “Lovely idea and a great response to the pandemic. The 'Joy' set window is particularly inventive.”
Twinings Flagship Store
by Dalziel and Pow, for Twinings
Originally opened in 1706, Twinings’ flagship London store is the city’s oldest tea shop. It’s a popular tourist destination, but had over the years become less of an experience, and more of a “transactional” environment. To change this, Dalziel and Pow has restored the space as the “spiritual home” of the brand, with the transformation informed by the building’s heritage.
Four “Moments of Curiosity” structure the customer journey. These are made up of a mix of interactive displays and storytelling. The Wellbeing moment, for example, uses animations to explore tea blends, as well as lifestyle tips which are designed to engage customers with how they feel. Meanwhile, the Sourced with Care moment details Twinings’ ethical sourcing programme and the Blenders’ Stories moment introduces customers to some of the brand’s Master Blenders. Finally, the Pioneering Spirit moment retells Twinings’ history, with a series of stories from throughout the brand’s lifetime.
Balabala Store Concept
by Dalziel and Pow, for Balabala
Children’s fashion retailer Balabala offers clothes for all stages of adolescence – from new-born through to young teen. When Dalziel and Pow was approached to design the brand’s new store experience in Huishan, China, the team knew it needed to reflect and connect with all of its target market. Additionally, it needed to embody Balabala’s brand belief in quality, comfortable and stylish clothing that means “children can enjoy being children”.
The store concept has elements that will appeal to all ages of its target market, as well as parents. Tactile, playable pieces such as climbing objects and claw machines are scattered throughout. And a mix of materials and finishes has been used throughout to engage shoppers – changing cubicles have an iridescent finish, while surfaces in the section dedicated to baby clothes are more pastel and soft.