For Christmas 2019, our Visual Concept Team takes us to a land where pink bonsai trees flourish and glistening gourds ooze with crystals and precious trinkets. Thanks to an exciting partnership with LW Theatres, the Tree of Liberty also blossoms across five of its prestigious London theatres: The London Palladium, Gillian Lynne Theatre, Adelphi Theatre, Her Majesty’s and Cambridge Theatre. Here our team reveals the story behind this unique collaboration.
Why were you keen to work with LW Theatres?
LW Theatres are a wonder of creative minds and talent. This resonates with our ethos and our Christmas concept of a magical tree, which stands for the individuality of Liberty. When we met with the team, our creative sprits matched perfectly. The beauty of the theatres enabled us to use the various elements of our eclectic Christmas layer in a truly unusual way.
How do the designs vary across the theatres?
The various styles of the theatres needed to be considered, from the grandeur of The London Palladium, to the deco lines of the Adelphi and the brutalist architecture of the Gillian Lynne. There was lots of planning as we thought carefully about how theatre-goers travel around each building, and considered their experience. We worked with each theatre manager and created individual layouts to give each theatre a look and feel that suited its identity.
What feeling do you hope to evoke from the theatre’s guests?
We would like theatre-goers to feel a sense of fun and frivolity - our Christmas theme is one of colour and joy that we hope uplifts and embraces the wonder of Christmas in a celebratory way. The bright tones and mix of traditional trees and pink blossom bowers add to the eccentricity Liberty stands for. The theatre is a place where imaginations can run wild and we hope the Christmas layer gives the guests a feeling of elation and joy!
How long did each one take to install?
We worked on a schedule for installing five out of the six theatres in one day. The London Palladium was quite surprising to visit as we hadn’t realised how enormous the entertaining spaces around the auditorium were, so this meant we had to install over two days to get the wow factor across the building. There was also a huge amount of pre-prep beforehand, ordering our Christmas elements. We commissioned a team of talented florists to work on some bespoke pink dried flower installations for the listed areas of the Palladium Cinderella bar. We started to plan as far back as June, so it has been a labour of love for the creative team!
How many people were involved in the installation?
We called upon a trusted team of freelancers who have all worked for Liberty throughout the years and worked on an overall basis of 10 people per theatre. There was also a team of florists at hand to help with bespoke floral decoration. For the larger theatre, the in-house Visual Concept team joined alongside, to get as many creatives working together to make the magic
In what way are the designs a progression from the story in-store?
The design was progressed with a Liberty branded layer. We added Liberty gift boxes and ribbon to the trees and the garlands. The rich purple tones are a perfect tie-in to the colour clash of tones in the Liberty store. There was more bespoke floristry to compliment the architectural aspects of The Palladium which really gave the areas a luxurious feel.
Win the ultimate luxury theatre experience with LW Theatres!
To celebrate our festive partnership, LW Theatres are giving Liberty customers the chance to win an incredible theatre prize package. The lucky winner will be invited to a show of their choice in a LW Theatre, where they will be treated like a star by one of the Red Coat butlers, plus enjoy an overnight stay in a luxury London hotel. To enter, simply sign up here before 8 January 2020. Terms and conditions apply.