Dean Healey - Head of Visual Merchandising for House of Fraser writes: "The House Of Fraser creative team identified working with SFD on there Christmas 2011 scheme in January knowing that the early partnership would be crucial in delivering an outstanding scheme that delivered the Wow factor. We took our own creative thoughts and ideas and attended an Inspiration day that enabled early concepts and ideas to be very quickly bought to life and allowed us to progress to material options and finishes early in the critical path. The development, prototyping and costing exercise was effective and lead us to deliver a two tier scheme across all store windows. The results were outstanding - Flagship stores had beautiful acrylics that played up the frosty / frozen ice cut-outs that bought the view of the customer to a focus. We repeated the design in white panels for core stores and the end result was as strong as our approach in flagship stores. The feedback and positive responses from business partners and staff has been amazing with stores receiving continual positive feedback every week from our loyal customer base to a level not seen before. Christmas windows 2011...an amazing success." - Dean Healey. For their 2011 Christmas Window House of Fraser were looking to create a harmonious window visual scheme inspired by the fresh and crips outdoors at this time of the year and a desire to create a window scheme which draws the viewer into the magical world of House of Frasers Christmas offering. The concept behind the windows was developed from ideas shown at SFD's Christmas showcase back in January, with the concept developed to create a 'scene' display in which the viewer feels as though they are peeking through the frosty openings, revealing the tempting product inside. The two creative teams worked closely to develop the snowflake shapes, backdrop and overall concept, and the choice of ice effect acrylic was critical in creating the contemporary frozen feeling to the displays. span>