Fortnum & Mason calls on the inventive individuals of the theater to joyful performances
After a turbulent year for the arts, Fortnum & Mason has hired six artists, creative directors and set designers to upgrade the department store's famous window displays. The artists were asked to respond to the idea of "delight" which seems darkly ironic given the unveiling of the displays the same week that the last lockdown in England was announced. However, this is a welcome project as the news continues to be grim.
"When the pandemic really hit, I was incredibly frustrated and saddened by the amazing freelance creatives who had little to no support and resources for a point of sale," said Zia Zareem-Slade, Customer Experience Director at Fortnum & Mason. After holding an open call for window installation concepts, she and visual manager Sallie Smith selected the six participating creatives: set designer Jon Bausor, theater and costume designer Tahra Zafar, set and costume designer Alex Berry, theater and puppet show designer Samuel Wilde set designer Jean Chan and set and costume designer April Dalton.
Jean Chan's design
“It was a different way of working for us – we usually control every aspect of a window scheme directly and creatively, but in this case we handed that over – we delivered a core frame that we know would fit in any window, a creative brief and some thought and the artists responded excellently, ”says Zareem-Slade.
"Probably the biggest challenge was letting go, but I'm incredibly glad we did. The results are amazing and although the streets of Piccadilly are quiet again we have already seen people enjoy a moment of escape by they looked at them. "
Jon Bausor (L) and April Dalton (R)
Tahra Zafar's display
Inspired by how many families spent more time together at home during the pandemic, Zafar's calming scene in which a young pine martin is put to bed is a reminder of the imagination and the possibility of childhood dreams. Wilde toasts the simple joys in life in his triptych, as does Chan's carnival-themed creation, while Dalton uses nature, spring and the good news in her lively interpretation of joy.
As a tribute to the world of theater, Bausor created a kaleidoscopic design that uses a mirror to reflect passers-by and thus the symbiotic relationship between theater performers and the audience.
Alex Berry's design
In the meantime, Berry's window with miniature models working on their own joyful display speaks to the magic of theatrical land – and inadvertently to the role of these designers in the project itself. “I love to see things. Those halfway moments when the ladders have failed and the paint is still damp – they're beautiful, ”said Berry. "These little people work together to paint their big message. It pays homage to the power of community and to all of the people who work behind the scenes to bring joy into our lives."
fortnumandmason.com