Following on from our very successful media event earlier in the summer, our London stockist Jovoy Mayfair invited us to create a window for celebrating Peach’s Revenge for their chic Conduit Street premises.
The creative juices flowed freely as we considered various ideas and approaches. For one thing, fragrance bottles are relatively small compared with the proportions of the Jovoy window. We knew that what we didn’t want to do was to use a massive image that would draw the eyes of passersby away from the bottles themselves. But, we also naturally wanted to create something that would spark curiosity; draw people in.
"...a customised old-fashioned typewriter visually evokes the creative frenzy of a writers’ room in one of the movie studios of Hollywood’s golden era."
In the end, we took a fairly conceptual approach, perhaps a little left field in terms of not taking an image-led direction. Rather, we took a text-based direction.
One of the unique aspects of the house is that each of our fragrances has a mini screenplay created especially for it. These small screenplays are included in the presentation boxes of our fragrances and they offer a segment from an imagined film telling the story behind the fragrance; its inspirations, atmosphere or signature narrative. It was the mini screenplay for Peach’s Revenge performed as a rehearsed reading during our press event that made it such a hit, giving it something memorable and different for a perfume media event.
So, it seemed only fitting to return to something that the house uniquely offers when designing the window.
The resulting window display uses a large-scale, blown-up page from the Peach’s Revenge script as a backdrop. The bottles themselves stand on piles of scripts. And, a customised old-fashioned typewriter visually evokes the creative frenzy of a writers’ room in one of the movie studios of Hollywood’s golden era.
The result very much achieves what we had hoped for: the expanses of white paper provide a suitably neutral background against which the bottles stand out. If we had one concern about our display concept, it was that perhaps the design would be too minimal to capture attention. We shouldn’t have worried: within moments of its installation, people were stopping to read the script, placing them in the perfect position to see the bottles of Peach’s Revenge on display.
A big thank you to the lovely team at Jovoy Mayfair for offering us this opportunity.
The window display is no longer up but why not pass by Jovoy Mayfair for a little sniff around and you can now get our 100ml size.
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