Warehouse X Emma Fearn window design and installation for London Fashion Week 2015

#PAUSE

During London Fashion Week 2015 I collaborated with the visual merchandising team at British clothing brand Warehouse to design and install a window scheme for their Argyll Street store.

The design is inspired by Giant’s Causeway, a natural volcanic phenomenom in Northern Ireland. With consideration to the target customer’s lifestyle, it portrays a group of friends standing on a wave of random irregular shaped rectangular blocks, looking out to sea and taking a moment to pause and reflect.

The research started at the Natural History museum, looking at natural minerals and rocks. Also the Victoria and Albert looking into decorative tiles and shapes. Mixed in with current trends this lead me to the Giants Causeway. Hexagonal shapes and being a natural version of the urban jungle that the customer spends most of her time in. I researched caves and natural forms, experimented with textures and materials such as clay and plywood. Giants causeway is full of coastal movement, this is where I took the inspiration to create a wave, using naturally sourced materials.

 

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