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Below and Adjacent Page: Oasis gets all patriotic with their Happy Lollyday’s windows, with the help of retail solutions experts SFD.


Left: BAF Graphics have been involved in some prestigious projects this year including work with Selfridges and Mulberry, as pictured.


With the eyes of the world on London this summer, a number of retailers are taking the practice of visual merchandising and stretching this to make an impact. Some of the biggest names in retail have focused their attentions on creating ‘best of British’ window displays to show visitors the potential of our eclectic and exciting country. One retailer that has focused on visual merchandising in this way is Selfridges, one of London’s best­loved department stores. An exciting array of “Big British Bang” windows were created, and appeared to be a nod to the visual merchandising of days gone by when budgets were looser and displays were far more decadent. BAF Graphics were closely involved in the


project, and James Strebel, Account Manager at the London­based company believes that the success of Selfridges campaign is that it harked back to a time when displays were there to tell stories. Nowadays, with budgets restricted, retailers are turning increasingly to graphics to make a statement rather than developing full showpieces. Some of the key trends that Strebel believes visual merchandising is moving towards reflect a need to attract attention


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with a fairly limited space. Things like bright colours, material combinations and using layers to build a window space are great ways of creating an eye­catching display without breaking the bank. This is a great way for retailers to ensure that non­flagship retail locations can still have impactful window displays. Flagships, Strebel believes, need to


ensure that their campaigns are impressive as, particularly in city locations, these have become a tourist attraction in their own right; “Visual Merchandising is essential in big shops and flagship locations,” he explains. “Retailers cannot afford to let their guard down and not put out a window, as their competition definitely will”. With a perfect excuse to show off this summer, a number of companies are celebrating the theme of British pride in their visual merchandising campaigns. Womenswear favourite Oasis decided to celebrate a very British Jubilee summer this year using a window scheme that was created alongside retail solutions experts SFD. The scheme was designed to be modern and fun, in keeping with the Oasis brand’s aim of ‘style, confidence and making their customers smile’. The scheme, which was created with a


key attention to detail, was created under the theme of ‘Happy Lollydays’. This was achieved using a collection of brightly coloured foamcore lollipops, complete with Oasis branded lolly sticks, which were then transformed to a Jubilee theme by changing the colours and adding Union Jack Detailing. This kind of appealing play with visual merchandising is what gets shoppers attention, and creating a scheme that is colourful, humourous and a little bit cheeky is going to get shoppers talking about a specific brand. Jewellery retailer Charles Fish also decided to run with a patriotic theme this summer, by going with a ‘Beautifully British’ campaign. They enlisted the help of Metamorphosis, who aided them in the development of a multi­media campaign that would gain the interest of customers both online and in­store. Eve Reid, Creative Director at


Metamorphosis, explained; “We came up with the concept ‘Beautifully British’. The commercial focus is about celebrating and highlighting the British brands at Charles Fish. Our theme expresses the British pride in an innovative, on­trend, contemporary way using pastel colours and characterful illustrations of London.” As well as creating a campaign that ran


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