I have noticed a beautiful new trend over the last few
months that is literally blossoming. A number of forward-thinking brands are
using their windows, the visual gate, the optical invitation, to display their
products in a raw and wholesome way. I am talking about glass jars, bottles,
carafes and even scientific flasks. The contents are the natural, real
ingredients that go in to making the product they are representing. I am in
love with this trend. I think more than ever, we want to know what the
ingredients are of the products that we are putting on our faces and in to our bodies
and what better way to see the ingredients? Forget reading the list on the box,
bottle or leaflet inside – this is visual merchandising at its most powerful.
Penhaligon's recently teamed up with young architecture practice
Al-Jawad Pike, as part of the Regent’s Street windows project, which is in
partnership with the RIBA. They created a window based on the science and
history of perfumery and took inspiration from the raw ingredients that go in
to making some of Penhaligon’s signature scents. The results were stunning.
There is barely a moment when a passer-by is not photographing this
installation.
At Good Hood, the wonderful design-led fashion and home
store in Shoreditch, they have just unveiled an incredibly comprehensive beauty
department. Apart from featuring an amazing edit of cult and hard-to-find
beauty brands, I noticed their approach of pared-back, lab-like, serene
merchandising. Topped off with fresh, green plants. The whole space is calm
but inviting.
Finally, Sheridan and Co have just created a window for Marylebone
cold-pressed juice bar Roots and Bulbs. It featured a giant factice of one of
their juice bottles with a real eco-system growing inside. The scale was
striking, the idea was clever and it really brought home the message of the
freshness of the ingredients used in Roots and Bulb’s produce.
This trend in one word? Fresh.
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