Harrods ‘Design Icons’ promotion

I created a credible promotion positioning the luxury retailer as an authority on design.

The promotion examined the creative process behind luxury iconic products throughout the store, drawing on the designer's or Creative Director's thinking behind each of them.

We partnered with the Design Museum to give the project gravitas, and together produced a series of lectures by design giants including Ross Lovegrove, Vivienne Westwood and Roland Mouret, held at the Design Museum or in the brutal concrete surroundings of the receiving bay under the store, and streamed live onto the Harrods website. In-store, we chose 50 iconic products to display, alongside explanatory museum-style signage that highlighted the designer behind the product – from a Rubik’s Cube to a DVF wrap dress and an Aquascutum trenchcoat – and share their inspiration for it with the customer.

From the initial brainstorms through staff training, writing a dedicated microsite (which received 300,000 visits) and the final rollout, I was involved in every stage of the campaign.