Christmas Creative: A look at Harrods' shop window display
The Drum continues it overview of some of the shop windows created by the world's most famous department stores to attract shoppers in from the cold.
In the second of The Drum's shop window display reviews, Nick Gray, managing director at Live & Breathe offers his thoughts on Harrods Christmas offering.
Harrods has come up with a captivating idea for its window displays this year: the 'Land of Make Believe'. It's an idea that encapsulates everything that is Christmas, from the mythical Father Christmas who despite his wide waist can fit down even the smallest chimney, to his reindeers that can fly and make it round the entire world in one evening without breaking into a sweat.
Unfortunately that's where I start and stop loving Harrods' Christmas window offering. I find the whole treatment difficult. The only thing linking the windows, the majority of which are supplier funded, is the use of a silver birch backdrop. For the world's most famous shop, the idea of making its windows revenue-generating at the most important time of the year is, quite frankly, cheap. Even if those suppliers are the likes of Prada, Jo Malone and Chanel. For me, it undermines the whole idea of the 'Land of Make Believe' and is rather the 'Land of Make Money'.
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If it wasn't for the few digital posters with the 'Land of Make Believe' headline, I could quite easily have missed this message altogether. At a glance the windows look very appealing, but close up they're not doing their job in merchandising the product range. Take the Godiva window (see below): if it wasn't for the chocolate advent calendar hanging from one of the silver birch trees, I would have missed the positioned chocolates to the left and right of the rather more captivating mannequin.