Harrods 'Timeless Luxury' store promotion

I devised the proposition and all marketing communications to position the store as the world’s leading
luxury retailer and authority on a major six-week-long promotion.

I created a narrative device that allowed the store to share its insights into its iconic partner brands. ‘Luxury always has a story to tell’ revealed unique and unexpected stories behind the world’s most coveted designers and innovators, illustrating how our perception of luxury has evolved over
the past century – and positioning Harrods as the ultimate authority.

I unearthed over 100 different brand stories, such as Vi-Spring making beds for the Titanic;
Guccio Gucci starting his career as a lift operator in The Savoy; and the Veuve Clicquot
smuggling champagne through Russian blockades, among many, many others.

The £350,000 ad campaign was shot by legendary photographer David Bailey and appeared in Vogue, Harper's Bazaar and Wallpaper, in numerous Sunday supplements and throughout the store’s 72 windows.

To support the promotion, I devised and wrote an in-store exhibition about Harrods' luxury credentials and famous customers, featuring original advertising, products and photography
dating all the way back to the store’s foundation in 1849.

Click on the below images to see examples from the ad campaign.