January 13, 2021 1:27 pm
Department store Fortnum & Mason has partnered with six theatre set designers for its latest collection of window displays.
So far, the coronavirus pandemic has wrought havoc on the performing arts: the Society of London Theatre and UK Theatre estimated losses for the sector were around £630 million just three months into the crisis. As the country approaches the one-year anniversary of its first COVID case, this number looks to be significantly higher.
Labelled the “Joy Window Takeover”, Fortnum’s initiative aims to support and provide a creative outlet for creatives in Theatreland who are currently out of work as seats remain empty.
Fortnum & Mason calls on theatreland creatives for joyful displays
The historic department store hired six artists who work in theatre and set design to create cheery window displays 11/01/2021 7:58 am
After a tumultuous year for the arts, Fortnum & Mason has enlisted six artists, creative directors and stage designers to spruce up the department store’s famed window displays. The artists were asked to respond to the idea of ‘joy’, which seems darkly ironic given the displays were unveiled during the same week the latest lockdown was announced in England, but is a welcome project as the news remains bleak.
“As the pandemic really took hold, I felt incredibly frustrated and sad for the amazing freelance creatives that had little to no support and little means for an outlet,” explains Zia Zareem-Slade, customer experience director at Fortnum & Mason. After holding an open call for window installation concepts, she and visual manager Sallie Smith selected the six creati