Just occasionally a store comes up with a theme for its windows that plays on expectations of what retail is about.
This self-referential tendency is evident in Liberty at present, which turned its windows into a quasi-supermarket to which the legend ‘Fresh goods every day’ has been appended.
In practice, this means that each of the Great Marlborough Street windows, with the exception of one with a cartoon of the Queen waving at passers-by, has been turned into a ‘pile it high, sell it cheap’ parody.
And tucked away, either in the middle of all this, or on top of everything, are pieces of designer merchandise of the kind that might be more familiar to Liberty shoppers than Kellogg’s Corn Pops or Reese’s Puffs.
The windows work to promote homewares, furniture and accessories, although clothing does get a look in in one of them. The real point about it, however, is that it does what the best windows always do - stop people in their tracks, even if they have no intention of buying what’s on show.
It also works well thanks to the contrast between the ‘everyday low price’ US supermarket goods and the small, but perfectly formed, designer pieces on offer in this department store. Liberty knows a thing or two about how to create good windows, but this is one of the best schemes for a while and will raise smiles from anybody in this neck of the woods.
It also succeeds as a relatively low-cost scheme, but one that has a real element of surprise. Liberty has a long run of windows on this street and the temptation for many would be to put more merchandise in them than is the case here. Less really is more.
Retail Week is conducting a short survey to learn more about the current trends in store design and the challenges facing the sector, as well as find out what retailers have the best store designs.
The survey should take no longer than 2 minutes to complete and all participants will be in with a chance of winning a £50 Amazon voucher in our prize draw.
To complete the survey go to: tinyurl.com/interiorssurvey