Harrods: The Great Gatsby
To coincide with the release of Baz Luhrman’s glittering take on F. Scott Fitzgerald’s 1920s masterpiece, ‘The Great Gatsby’, Harrods asked JUSTSO to work alongside them to provide them with retail design solutions and conceptualize a fabulous store front to match the style and glamour of the 1920’s roaring jazz era.
Highlights – with official artwork and costumes from the movie designed by Catherine Martin, JUSTSO and the Harrods team set to creating an extravagant set of giant laser-cut light boxes – which encapsulated the bold gold art deco typography present across the films advertising as well as the film itself. All costumes and product were merchandised by the fabulous Harrods Windows Dressers.
Further highlights – every front, encapsulated intricate detailing to bring to life key moments from movie. From dramatic revolving mannequins emerging from sharp angular cut-outs, mirroring the synchronized swimmers emerging from a glorious fountain ( a scene present in all the films teaser trailers), to the balcony scene, which extended across two windows to make room for a swinging party of mannequins, echoes one of Gatsby’s extravagant parties – both book and film present this moment in the story as one of fun, blinding glamour and indulgence – where no possible expense is spared. The team encapsulated this moment with romantic lighting, flowers and cocktails amongst a sea of sparkle and Harrods glamour.
The iconic Times Square scene is one of technical innovation. Working with a storefront that hosted physical restrictions of a depth of less than a metre – the challenge for the JUSTSO creative team was how to create a vision of New York that didn’t look flat and lifeless. Using a design that cleverly created a ‘false perspective’; along with stylized billboard lights, mimicking Luhrman’s flashy film montages, made the window another show stopping success.
In total JUSTSO worked with Harrods Store Image and Window Department on providing the retail design solutions for conception, and execution of 13 impressive storefronts, showcasing Harrods luxurious brands, from ladies and men’s-wear, right through to home-wear collections, again, cleverly mimicking the two luxurious mansions, where the film is for the large part set. But the Gatsby mania doesn’t stop at the windows! The famous Harrods flags at the entrance to the store have been replaced with a continuation of the Art Deco Gatsby inspired designs in black and gold. All in all a storefront set to go down in Harrods history.
Are you looking for a Creative Retail Agency to provide you with Retail Design Solutions? Contact JUSTSO!
Live: May 2013 @ Harrods