Last month London store windows picked up on recent events around protest and marching.Two very different examples that caught the eye were both promoting products.
Waterstones, the bookseller on Piccadilly, was pushing a classic US novel published in 1935 by US author Sinclair Lewis called It Couldn’t Happen Here.
Lewis’s book, published during the rise of fascism in Europe, charts the career of US politician Berzelius “Buzz” Windrip, who defeats Franklin D Roosevelt by promoting a return to patriotism and family values. Once in power, Windrip imposes a totalitarian regime.
Waterstones’ window theme was built around marching protest placards, recalling the recent marches through London protesting at moves by US President Donald Trump, but using relevant themes from the novel.
In nearby Jermyn Street, upmarket men’s shirtmaker Charles Tyrwhitt was also cleverly punning on protest and product in its windows with a promotion around its non-iron shirts. Mannequins holding price protest placards which read: “Give me 5 for £125” and “Fight the Powers that Crease” were featured alongside a neon window with a marcher style slogan of “Non-Iron Means Non-Iron” and an art installation made of scrapped piles of irons.
This clever tapping into recent local events and popular culture made for eye-catching displays and talking points for both brands.