OBJECTIVE
The Covent Garden shopping and entertainment centre in central London has required a variety of transformations for their outdoor areas, to provide shoppers with an experience that they will identify with this busy hub of activity.
Both their winter and summer seasons were given a custom environment by our team, with two separate exclusive looks. All installations were developed bespoke, to provide a signature unique to Covent Garden.
THE PROJECT
Seasonal periods have been a core of the visual shopping environment, so our team created both an immersive winter wonderland and a tennis signature for the summer sporting season.
The winter wonderland incorporated the traditional elements of the festive months, inclusive of creative installations, an archway, photo opportunities and signage for ‘The Yards’ area of Covent Garden. A unique feature of Christmas letters and holly cascading out of a red postbox provided an entertaining atmosphere and photo opportunity, next to authentic wooden signage of ‘The Yards’ branding and store directions.
A tall archway developed from evergreen foliage, holly, red fruits, gold ferns and decorative lighting was positioned across a key walkway within the area, featuring ‘Be Enchanted At The Yards’ signage. A photo opportunity matching this style was developed as a covered seating area, which immersed guests into a stunning setting of seasonal greenery, glittering baubles, golden branchlets, red flowers, pine cones and ferns.
The summer sporting events are ideal for a signature look, to let guests join in with the season. Photo opportunities let visitors take part in the Wimbledon excitement, capturing their own shots next to an oversized tennis ball installation which featured ‘The Yards’ and ‘Covent Garden’ branding. A filmmaker’s board was developed as a giant photo frame, for guests to stand within next to branded signage.
THE RESULTS
Both the winter and summer settings let shoppers engage with the brand, providing them with iconic shots for social media reach. Each installation represented the luxury nature of the shopping area, and defined this image in the experience of each shopper who attended.