We think it would be fair to say that there has been far too much grim reality recently. What better than a bit of escapism in a fairy tale world of shoes. For Dune’s Spring/Summer campaign we were asked to work around the theme of ‘Once Upon a Time’. We came up with an intergrated campaign starting with designing a fantasy landscape for use in the store windows and as scenery for the seasons photo shoot.  8 stores had a bespoke window scheme installed launching during London Fashion Week.

Rolling hills and trees covered in beautiful shoes just ready to try on, white shoe flowers and birds delivering the perfect style stiletto… It can start to mess with your head this job sometimes.

The windows have been designed so the scene can change to a summer landscape in April. A scalable version of the campaign was also rolled out nationwide to the remaining 30 stores. The photo shoot uses the creative to great effect and this is used on the suitably ‘pop-up’ POS. The fairy tale look is completed on line and in the look books that accompany the collection.

Production and installation by Riot of Colour.