Fortnum & Mason

Christmas arrives at Fortnum & Mason

Luxury London grocer Fortnum & Mason unveiled its Christmas windows this morning, which feature a sumptuous tapestry-style installation of festive highlights.

Fortnum & Mason has just revealed the Christmas windows in its flagship Piccadilly store, which consist of a 20-metre 3D installation showing classic Christmas scenes such as popping champagne, dressing the tree, feasting with friends, and an advent calendar. Created by Fortnum’s regular design collaborator, Otherway, based on a design by illustrator Chervelle Fryer, the window took 12 weeks to build from scratch.

Fortnum & Mason
The windows at Fortnum & Mason’s flagship Piccadilly store
Fortnum & Mason
Fortnum & Mason
Fortnum & Mason

It was crafted by a group of sculptors and installation artists, with even make-up artists employed to get the faces of the characters perfect.

Fryer’s original illustration acts as a sleeve to the Fortnum’s Christmas brochure. Both the window and the catalogue continue the use of Fortnum’s Christmas tagline, Together We’re Merrier, first introduced last year.

Fortnum & Mason
The Fortnum’s Christmas catalogue
Fortnum & Mason
Details of Chervelle Fryer’s tapestry illustration
Fortnum & Mason

Otherway took inspiration from research into Fortnum’s archive, before commissioning Fryer to bring the idea to life. The creative process involved going through rounds of detailed hand sketching to create one continuous scene with multiple layers of storytelling, through to a final full colour one-off illustrated art piece, which was created digitally.

Fortnum & Mason
Making the window display
Fortnum & Mason
Fortnum & Mason

Client: Zia Zareem-Slade, Customer Experience Director, Fortnum & Mason
Agency: Otherway
Illustator: Chervelle Fryer, Jelly London

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