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Launching in September the new Westfield Stratford development marks the opening of what is claimed to be the largest urban shopping centre in Europe. In keeping with contemporary and design led aesthetic of Westfield developments SFD were invited to propose a number of window display concepts for inclusion in various units around the new centre. Over the course of just 2 weeks, our creative team conceptualised over 20 different proposals for the windows, culminating in the final installation of 15 unique visual merchandising creations.
The styling for the windows was undertaken by our dedicated VM team, with all props, artwork and mannequins being supplied and installed by SFD. Incorporating homeware, childrens, male and female fashion themes the designs ranging from dramatic mirrored prism installation to a tongue in cheek cardboard box inspired solution were created, manufactured and installed within the space of just 5 weeks. As providers of inspired retail environments our team are experts in creating bespoke solutions for the retail industry, from visual merchandising, to shop fitting, retail design and stunning displays.
The windows were received positively by the public and press alike:
"There were quite a few of these [untenanted units], and in normal circumstances you’d expect to find signs indicating that a new tenant is imminent. This approach had been eschewed in Westfield Stratford City, with the developer opting instead to create false shop windows and then to visually merchandise them to within an inch of their glass lives.
It was interesting that in a number of cases the outcome was somewhat better than the efforts made by some retailers. They also succeeded in avoiding that sinking feeling that can engulf the shopper when faced by a row of empty units. These will eventually disappear, but for the moment at least, what’s on view is an innovative way of dealing with the problem of still to be let space."
Retail Week 26 September 2011
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