Fortnum & Mason, a renowned department store in London, has joined forces with six talented street artists to bring a captivating window installation to life. This collaboration marks the launch of Fortnum & Mason’s new ‘Unleash the Love’ gifting collection, which pays homage to the eight types of love in Greek philosophy. From the passionate romance of Eros to the meaningful friendship of Philia, this collection celebrates love in all its forms.
To execute this creative concept, Fortnum & Mason partnered with art curation and consultant collective, Gone Rogue, to work closely with the selected artists. ALO, Olly Howe, Luap, Ben Allen, Opake, and David Speed were given the broad brief of ‘love’ and complete artistic freedom to express their personal interpretations through street art. The result is a visually stunning and diverse window display that showcases a range of artistic styles and perspectives.
While this collaboration coincides with the Valentine’s Day season, Fortnum & Mason is keen to emphasize that it holds appeal beyond the romantic holiday. The captivating window displays will remain in place until the end of March, allowing visitors to enjoy and appreciate the artwork for an extended period. Additionally, the artworks will be auctioned by Fortnum & Mason, with the proceeds going towards charitable causes.
Sallie Smith, the Head of Visual Presentation at Fortnum & Mason, expressed the store’s enthusiasm for embracing different forms of art. Incorporating street art into their window displays perfectly aligns with the store’s values, as Smith believes that love is an inclusive and versatile theme that extends beyond Valentine’s Day. She is thrilled to have six incredible and distinct pieces showcased in their windows, each offering a unique perspective on love.
Beyond the aesthetic enhancement to the store, Fortnum & Mason’s collaboration with these talented street artists also serves as a means of supporting the arts community. This project underscores the store’s commitment to fostering creativity, innovation, and giving back through charitable initiatives.
For visitors to Fortnum & Mason, the extraordinary street art window installation promises to captivate and inspire. Whether you are shopping for Valentine’s Day or simply appreciate the beauty of artistic expression, this collaboration is a must-see. Do not miss the opportunity to immerse yourself in the power of street art and its ability to forge connections through the universal theme of love.
Useful links:
1. Fortnum & Mason Official Website
2. Gone Rogue Official Website
