Illustrators
Bespoke illustrations can help brands tap into their creative sides. Illustrations bring a sense of handmade and thoughtfulness to a retail scheme, helping brands to engage with the customer and stand out from competition. Kerry Lemon has racked up an impressive portfolio of clients, including Liberty, Harvey Nichols and Fortnum & Mason. She was asked to create a scheme for Harvey Nichols’ London flagship during London Fashion Week. This was then taken to Scotland for the Edinburgh Festival before arriving in Bristol. ‘I was commissioned to create a scheme inspired by British wildlife with a slight sinister edge, achieved by the monochrome pallet and the scale of the animals next to the mannequins,’ explains Lemon. ‘I used cut rather than printed vinyl, and for the London scheme I spent three days in-store creating hand painted details to both the windows and backdrops.’ She’s just completed a huge 25m x 12m illustrated window scheme for Coutts at 440 Strand in London, which launched on 1st December. ‘I relish the challenge of these big projects and couldn’t wait to see it installed! ‘Lots of stores use cheap stock vector illustrations or blown up photos from their look books, but commissioned illustration offers bespoke artwork. This allows brands to demonstrate their creativity and tap into the trend for the handmade, unique and artist-led. It allows clients to really stand apart from their competitors and create a buzz for the space, particularly when paired with a live art element and social media
campaign,’ believes Lemon. Mulberry’s 2014 Christmas windows were designed by Chameleon in collaboration with illustrator Harry Malt. The ‘best gift under the tree’ concept features various sized illustrated stockings and a Christmas present saying ‘Think inside the box!’ There’s also a bear holding a Mulberry handbag and the banner ‘Giving is receiving’ along the top of the front windows. The double doors to the store feature a quirky sausage dog wearing a party hat. ‘The brief was to produce something original, visually engaging and to arrest people’s interest with some uniquely British humour,’ explains Harry. Many things inspire
Harry in his work. ‘I get inspiration from aspects of day to day life, trying to be a sentient member of society and sometimes
ear wigging the conversations of strangers.’ He believes illustration can add a new dimension to a retail environment. ‘It can break up the cold lines and glossy veneer of modern customer retail environments. I believe that the public relate favourably to illustrated material; it’s instilled in our psyche from a very early age.’ Annie Rickard Straus agrees, saying: ‘Illustration and lettering can bring so much
47