On this sale window, we wanted to play with perception, in a sense that an image can mean so many different things, depending on information, personal background or simply from where you physically stand. For us, it was also about communicating the end of something, a season, a stock, the end of a difficult year when people are looking to the future with uncertainty.
The purpose of a window display is always to attract people, to provoke their senses, stimulate a response. Guess we’ve achieved that, with national TV news coverage and all the feedback we got from the street.
Behind it though, was a much more optimistic viewpoint, available for those who were curious enough to look further and find out that, what at first looks one thing may turn out to be another. In the end, the message is much more airy, simple and fun.