Behind the Windows: Christmas 2020
Liberty's Visual Concept Team reveal the story behind the joy-filled Christmas window displayRead more
Coming together as joyful campaign laced with eclecticism, Christmas 2020 is a heartfelt expression of strength in togetherness, even while apart. This story plays out across our infamous Great Marlborough Street windows – which shine even while the store is temporarily closed. Here, Visual Concept Manager Lisa Clemenger shares the story behind the joyful display.
This Christmas needed to evoke emotion, strength and happiness.
A creative response to the hope felt within our community during lockdown, Christmas 2020 centres on hand-painted icons made in isolation by the Liberty Design Team. Based on rediscovered words and images from our archive, each one symbolises love, loss, joy and happiness. For this year’s window display, our Visual Concept team filtered the icons through an unmistakably eclectic lens, clashing historic 18th century etchings with uplifting psychedelic artworks reminiscent of 1960s Carnaby Street.
“This Christmas needed to evoke emotion, strength and happiness,” says Visual Concept Manager Lisa Clemenger. “We had signed off our Christmas 2020 concept in February, but as we progressed through lockdown, the theme wasn’t right anymore – we came back to work in June and realised we had to start all over again.” She goes on to explain: “When we saw the design team’s hand-painted scarf creations, we immediately wanted to share the emotion of the artwork with our community, and Christmas seemed like the perfect time.”
To start, the team created vignettes of each windowpane, using the illustrations to “tell stories with a gentle celestial feel”. These will be realised on printed plywood for texture “to keep the integrity of the hand-painted artwork”, the layout will “echo a stage set so that perspective can be achieved to create an immersive experience”.
Liberty is a community driven by people and togetherness, so this year’s Christmas message feels particularly resonant. As Clemenger states: “We hope that we have achieved a creative moment all can experience joy from at such an important time of year. Especially this one.”