Behind the Windows

Conscious Beauty

Our Visual Concept Team reveal the story behind our conscious window display

Shop Beauty

Stretching along Great Marlborough Street, the Liberty windows are famed for their innovative, all-encompassing displays. In this series, our Visual Concept Team unveils the stories behind them - from initial moodboards, to completed masterpiece.

Our Conscious Beauty campaign spotlights the brands harnessing organic, vegan or cruelty-free ingredients – whilst placing a higher worth on zero-waste packaging. To reflect these fundamental values, the team built the window display entirely from reclaimed materials, reused waste and natural, sustainable ingredients; creating visual impact, rather than environmental.

“The conscious beauty campaign concept was formed from the developing change within the beauty business. More customers are searching for new and natural ingredients that are not only good for their skin but also the environment.”

Left to right - Window 17: Natural wheat, repurposed from our spring 2017 London Fashion Week windows. Window 16: Upcycled coffee, locally sourced from Square Mile, award-winning coffee roasters based in east London

“We wanted to challenge ourselves to search out materials that we could build the windows with and follow the same ethos. This meant the creative was strongly led by the textures and materials we were researching.”

Left to right - Window 15: Upcycled oriented strand board, soured from Rule One Productions – the Walthamstow-based company who built our sets. Window 14: Natural moss, repurposed from our 2018 Christmas windows

“Using our own window installation waste and sourcing recycled material suppliers we have layered the story of the products and the creative together, thus focusing attention on the emerging options of sustainable products and materials available to us all.”

Left to right - Window 13: Organic and sustainable rose petals from Organoid, experts in supplying natural decorative surfaces. Window 12: Upcycled Plastic composite from Plasticiet, the Rotterdam-based company committed to producing building material from discarded plastics

"There was a lot of research involved in finding the materials, we found a great book called Radical Matter by Kate Franklin and Caroline Till, as well as a trip to Material Lab in Great Titchfield street both really informed the materials we used.”

Left to right - Window 11: Sustainable, carbon responsible seaweed. Window 10: Sound proofing from Baux, the company providing functional construction materials without compromising tomorrow’s safety and environmental standards. Window 9: Organic and sustainable grass meadow, also from Organoid

Liberty London

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