D&AD 2016 John Lewis Submission
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Brief:
Create an inspiring, inventive, conceptually relevant and eye-catching display for John Lewis’ flagship Oxford Street store for the
Autumn season, that reshapes expectations of what shop windows do and can be, but keeps product firmly at its heart. Store windows
are there to communicate, not decorate, so think about what you’re saying, how, and why. The ideal shop window will make hurried
commuters stop for a closer look and draw new customers to the store.
Solution:
Lewis Lodges is a pop-up homeless shelter which will be built into the Oxford Street John Lewis window display, providing a bed,
comfort and offering life solutions, including job opportunities to some of London’s vast homeless community.
John Lewis customers are intrinsically involved with the initiative, receiving Lewis Lodge coins with certain purchases that can be
given to homeless people, entitling them to book a stay.
This concept is a visual and practical articulation of the John Lewis commitment to ethical business, demonstrating solidarity
between themselves, their customers and a growing homeless community that has doubled in size since 2010.
DISPLAY DURING DAY (NOT IN USE AS SHELTER)
DISPLAY DURING NIGHT (WHEN IN USE AS SHELTER)
HOW IT WORKS
BAGS
