For a three week period each year, the windows of 10 iconic fashion and lifestyle stores on London’s Regent Street are taken over by architectural installations as part of the RIBA Regent Street Windows Project.
When Liberty London set the simultaneously exciting and intimidating brief of telling their story through their window displays, we brought our skills of strategic thinking together with with our in-house architect (Satyajit Das, founder of Architecture Social Club) to create an awe-inspiring window display.
The beams on Liberty’s facade are made from the wood of two old ships. This provoked the question; what if we imagined Liberty as an ark destined to save fashion?
The installation emphasises Liberty’s pivotal influence upon the fashion world, complementing the store’s design, the eclecticism of its collections and Liberty’s individual identity among London’s high-street shops. The display focuses on the store’s founder, Arthur Lasenby Liberty, and casts him in the role of fashion’s liberator.
The strategic thinking behind the intricate design gave the opportunity for creative spin-offs, and lay the groundwork for an engaging online campaign. It enabled the team at Liberty to ask famous designers what two items they would save from their collection if fashion went too far and the flood hit London. These videos and other social content would link the window displays with the wider world of fashion in a completely novel way for Liberty.