SHINJUKU HOLIDAY WINDOW

Working in a leading and critical role I designed the evergreen window display for the newly opened flagship La Mer store in the coveted Isetan department store in Shinjuku Japan.

Expanding on the original concept showcased at Harrods I adapted the concept and developed it to become more relevant to the Asia Pacific market and consumer demographic. .

I set out my composition within the glass vitrine which would feature Shinjuku’s most famous landmarks including the:, Asakusa Honzonmon Treasure House, Gauken Cocoon Tower, Tokyo Tower, Sky Tree and the Bullet Train. As the space within the window was very tight, I had to ensure to make the display the most eye catching as possible within this constraint. With this in mind I modelled a series of iconic building s into different 3d layers giving the illusion of a deeper window.

Whilst managing the concept development it was vital, I was in regular communication with the team in Asia Pacific. After multiple meetings we established what the overall key messaging for the window would be and what best-selling products should be featured.

Within the 3d layered structure I amped up the fun element of the display by adding moments of surprise to some of the buildings. I placed Miniature ‘Concentrate’ bottles in position of the bullet train doors, a huge Crème De La Mer ‘Moisturizing Crème’ jar was merged into the face of the Tokyo Tower creating the focal point. The Sky Tree incorporated the ‘Serum’ towards the spire and a scary looking Godzilla figure was tucked in behind the Cocoon tower. All of which were strategically placed and designed to give maximum impact and a fun Instagrammable experience.

The last design details I finalized were the illumination and back drop. I designed each landmark to feature tiny LED pin lights making the landmarks pop out feel whimsical. The back drop was sculpted by hand in textured plaster which emulated the Crème texture of La Mer’s best selling crème.