Harrods London Calling Window Installation
Bespoke large scale prop fabrication supporting Harrods’ London Fashion Week window display across the Brompton Road façade.
About Harrods
Harrods is one of the world’s most iconic luxury department stores, located in Knightsbridge, London. Known for its high-profile visual merchandising and creative window installations, the store regularly produces large scale displays to coincide with major cultural and fashion events.
During London Fashion Week AW16, Harrods launched a themed window installation titled “London Calling” across its Brompton Road façade. The concept celebrated London’s fashion identity and culture by showcasing collections from leading London based designers within a unified visual display.
The installation spanned approximately 14 windows and featured a bold graphic interpretation of London using sculptural props, monochrome architectural structures and vibrant accent elements designed to frame the fashion collections on display.
Harrods project in numbers…
14
windows
204
telephones
8
telephone boxes
The
Challenge
The Harrods visual merchandising team required a series of large scale sculptural props to support the “London Calling” concept and transform the Brompton Road windows during the busy London Fashion Week period.
The displays needed to celebrate recognisable elements of London culture while ensuring the fashion collections remained the focal point within each window. Props therefore had to be visually striking yet carefully balanced so they complemented the garments rather than overwhelming them.
The installation also spanned multiple windows and featured different designer collections, meaning the set pieces needed to work as part of a unified visual theme while adapting to slightly different compositions and styling approaches in each display.
Harrods required a fabrication partner capable of producing bespoke display elements that could deliver the bold graphic identity of the concept while meeting the technical and logistical requirements of a large scale retail window installation.
The solution
Perudo produced a range of bespoke display props for the “London Calling” installation. These elements created a stylised tribute to London while providing a striking framework for the fashion collections featured in each window.
The fabrication included eight K6 style telephone box reproductions, along with a large number of supporting props such as 204 retro telephone handsets, 64 loudspeaker cones and 11 Belisha crossing lamp posts. These elements were designed to echo London street culture and the communication theme behind the installation.
A monochrome palette was used for the main structures, creating a bold graphic backdrop that allowed the clothing to remain the central focus. Bright pink accent pieces were introduced throughout the displays to inject energy and draw attention to key moments within the windows.
The finished installation stretched across the Brompton Road façade, with each window highlighting different designers including Alexander McQueen, Stella McCartney, Christopher Kane, Erdem, Jenny Packham, Peter Pilotto, Ralph & Russo, Roksanda, Mary Katrantzou, Roland Mouret and Victoria Beckham.
The installation was later recognised at the VM & Display Awards 2016, where the Harrods display won Best Window(s) in an Independent.
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