Har­vey Nichols

VM&RD - - CONTENTS - Chanda Ku­mar

Imag­i­nary an­i­mals come crash­ing into the win­dows at Har­vey Nichols to cre­ate a sur­real ef­fect, where fash­ion meets fan­tasy to cre­ate ec­cen­tric traf­fic stop­ping dis­plays.

Har­vey Nichols, founded in Lon­don in 1831, is a one stop-shop to the world's most ex­clu­sive brands in fash­ion, beauty and food. Known for con­stant innovations in its store pre­sen­ta­tion, it at­tracts a greater num­ber of younger shop­pers when com­pared to its ri­vals.

Cre­at­ing yet an­other visual de­light, Har­vey Nichols is back with a su­perb win­dows theme, where the dis­plays are all about move­ment and colour.

Vi­brant elec­tric ca­bles, cir­cuit boards, coloured glass and other ma­te­ri­als all come to­gether to cre­ate a spec­tac­u­lar scene where a stam­pede of fan­tasy an­i­mals charges through the store’s Knights­bridge frontage.

The Au­tumn-Win­ter 2012 win­dows scheme ‘Move­ment’ de­picts fan­tasy an­i­mals ap­pear­ing to smash through the win­dow space with ex­plo­sive ef­fects fly­ing out and around them.

This wild and colourful in­stal­la­tion has been in­spired by move­ment and en­ergy, redo­lent of the hive of ac­tiv­ity sur­round­ing Lon­don this sum­mer in­clud­ing the Olympics.

Dra­matic an­i­mals have been cre­ated from ma­te­ri­als link­ing to power and en­ergy e.g. a leap­ing brightly coloured horse cre­ated from multi coloured elec­tri­cal ca­bles, with loose ca­bles fly­ing around it, and a speed­ing chee­tah made from elas­tic bands, with bands stretched out across the win­dows. In an­other win­dow a gi­ant shark tail made from cir­cuit boards is viewed go­ing into a gi­ant hole in the back wall. And lastly a bird made from sec­tions of so­lar pan­els crash­ing into an­other wall, caus­ing the wall to crack and re­veal an orange fiery ef­fect.

Su­per hu­man man­nequins have been trans­formed with the fea­tures of an­i­mals, e.g. hooves and ca­ble manes along­side the elec­tri­cal ca­ble horse and claws and fe­line fea­tures with the chee­tah prop.

“Within this set­ting, the man­nequins in each win­dow are po­si­tioned in such a way that they ap­pear to be ‘fly­ing’ around from the force of the an­i­mal ex­plo­sion,” says Janet Ward­ley, Head of Visual Dis­play for Har­vey Nichols.

Ac­cord­ing to Janet, the drama, speed and dy­namism of the fren­zied dis­play can be best viewed and ap­pre­ci­ated from pass­ing traf­fic

Pho­tog­ra­phy

Melvyn Vin­cent

Fan­tasy an­i­mals ap­pear­ing to smash through the win­dow space with ex­plo­sive ef­fects

Vi­brant elec­tric ca­bles, cir­cuit boards, coloured glass and a brightly coloured leap­ing horse cre­ate a spec­tac­u­lar scene

A speed­ing chee­tah made from elas­tic bands with bands stretched out across the win­dow

This wild and colourful in­stal­la­tion has been in­spired by move­ment and en­ergy

The man­nequins in each win­dow are po­si­tioned in such a way that they ap­pear to be ‘fly­ing’ around from the force of the an­i­mal ex­plo­sion

A gi­ant shark tail made from cir­cuit boards seems to be go­ing into a gi­ant hole in the back wall

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