Arthur is Good

Window display and associated campaign

Liberty



The best Liberty windows collaboration in the last 10 years!

Liz Silvester, Head of Visual Identity, Liberty


Awarded Best Brand: Liberty
RIBA Regent Street Window Project 2016
Awarded Best Architect: Architecture Social Club
RIBA Regent Street Window Project 2016

Problem

For a three week period each year, the windows of 10 fashion and lifestyle stores on London’s Regent Street are taken over by architectural installations as part of the RIBA Regent Street Windows Project.

For the latest annual event, we worked with our Architecture Associate, Satyajit Das (of Architecture Social Club) to help turn an ambitious concept into a set of branded windows and a spin-off marketing activity for the world famous Liberty store. Coinciding with both London Fashion Week and the London Design Festival, Liberty had a chance to celebrate its founder, Arthur Liberty, as a genuine figurehead in British fashion.

Solution

After discovering that the store itself was built by Arthur Liberty in 1924 using the timbers of two ships, a concept was developed casting Liberty as the ‘ark’ of fashion. A highly visual narrative was created by Satyajit across the six windows, bringing together an eclectic mix of moving parts, heritage references from Liberty archives and fashion pieces from in store. 

We developed a brand concept for the windows, a bespoke typeface and extensions to the project for Liberty to be able to take the project online, into the press and social media as a campaign that told Arthur’s story and asked the public ‘what would you save?’ – if they had to select just one fashion item from Liberty. 

Growing an online brand presence around the window display allowed Liberty to capitalise on the project and maximize marketing exposure.

Impact

The Liberty project found widespread acclaim, being awarded both the RIBA Regent Street Window Project: Best Brand and Best Architect. As well as featuring in The Telegraph, Dezeen, Wallpaper, LRB, Creative Review, Architecture Journal, RIBAJ and Design Weekly. Liberty also used campaign assets in online advertising and social media activity throughout the period.

Image

Reimagining Regent Street

Rather than showing traditional items for sale, the window’s visual narrative told the story of Arthur Liberty – liberating London fashion. For three weeks the extravagant space became a Regent Street attraction.

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