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  1. 2020

Clarks in House Design Group

Collection of Clarks Windows

Category:Retail/pop-Up Retail Design

Client:n/a

SS17 Clarks Nature IV Window

Creative concept by Clarks in-house design team. Production by Harlequin Design.

The original Nature made its debut in 1982. Selling millions to consumers across the world, it is one of the most successful profiles in Clarks history. It looked different. And, pioneering the sensation of walking on air, it felt different too. It challenged convention; people instantly embraced it as part of their self-expression, their creativity, their individuality.

Redefined and redesigned for 2017, Nature IV is a contemporary take on the brand’s shoemaking expertise and technological vision. Evolved for the modern day consumer, pioneering materials, construction and technology combine with the most advanced foot bed structure and science.

For our Regent St exclusive launch of Nature IV, we installed a brand new hologram technology. Being the first brand to feature this new technology, the hologram consisted of a spinning blade projecting 3D content.Six of these unique holograms were installed in our window display, rotating our Nature IV product, dissolving and reassembling to show the manufacturing process , expressing what makes these shoes so special.

At the centre of each window, key marketing styles were displayed to emphasise the brand message that, from a night on the town to a day in the country, Clarks have the boots to make sure you look as good as you feel.

 

SS17 Clarks Trigenic Window 

Creative concept by Clarks in-house design team. Production by Harlequin Design. 

Designed to optimise natural movement, Trigenic combines innovation, expert craftsmanship and biomechanics to create a profile that provides barefoot freedom with the comfort of a running shoe. 

We have created a campaign that uses colour and smoke to create a real feeling of movement. For our Regent St windows we really wanted to showcase the Trigenic sole unit in the most powerful way. Each window has one giant sole unit that has been deconstructed to show the flexibility within the shoe. 

Across the back of the window is the smoke pattern flowing across the whole shop front, interlinking with the sole unit and emphasising movement. Underneath the deconstructed shoe is three neon tubes. The three neon tubes showcases a 360 view of the lead marketing style – one of the sole unit, one of the shoe top down and one side facing.

 

AW16 Clarks Festive Window 

Creative concept by Clarks in house design team. Production by Harlequin Design. 

The brief was to create a 2016 festive / holiday window display for flagship Clarks stores; a window that capitalised on a time of year dominated by the spirit of togetherness, by journeys – long and short, home and away – and by trips out into the great outdoors to embrace the elements. In addition to visually epitomising those moments, the creative response needed to let the consumer know that Clarks have a stylish, fit-for-purpose boot to complement the occasion and make the going easy. 

Supporting the copy line ‘Wherever you’re going, we’re going your way’, the Clarks in-house design team created multi-layered, city and country scenes which were subsequently fabricated from white, fret-cut Foamex. For added impact, each hand-cut and intricately detailed scene was enhanced by appropriately placed, twinkling lights. The story continued to unfold with copy which framed each scene, helping to draw the consumer in and capture their imagination further with its references to “…moments shared with familiar faces…the journeys home to where your heart is…the walks in pathless woods, by restless seas and frost glazed meadows”. 

At the centre of each window, key marketing styles were displayed to emphasise the brand message that, from a night on the town to a day in the country, Clarks have the boots to make sure you look as good as you feel.

 

AW17 Clarks Nature V Window 

Creative concept by Clarks in-house design team. Production by Harlequin Design. 

Nature IV has collided with the seasonal elements to evolve into Nature V – a new contemporary boot profile for the autumn season. The Nature IV creative was inspired by an obsession with innovation – we have taken the design DNA from Nature IV and literally evolved it into a new exciting profile. 

In our Conduit Street window a 7 metre long digital screen was installed showing bespoke content of the DNA evolution of Nature shoe exploding and swirling around the actual product. On Regent St window our main campaign product shot was illuminated with the key product on neon poles. Each neon pole highlighted a 360 view of the product, top down.

 

 AW17 Clarks Second Skin Window 

Creative concept by Clarks in-house design team. Production by Harlequin Design. 

Building on the success of our SS17 Grace launch, AW17 introduced beautifully soft, simple, elegant dress shoes for men and women that fit and feel like a second skin. Modern, simple, flexible, sophisticated, this collection could be worn all day and were robust enough to handle the pace of modern of life. The Clarks brand team were inspired by the idea of a second skin; cocooning and protecting the body whilst allowing total freedom of movement. Rich autumn coloured silks are seen draped and manipulated over the human figure to create a striking campaign that sets Clarks apart. 

Taking inspiration from the campaign we installed one giant piece of fabric that literally floated across the window. Industrial style fans were programmed to allow a beautiful flow of air around the fabric, allowing it to gracefully move up and down. Within the floating fabric was a series of wooden shoe lasts. As the fabric moved it gently wrapped around the lasts, symbolising the idea of a second skin and our obsession with fit.

 

 AW17 Festive Window 

Creative concept by Clarks in-house design team. Production by Harlequin Design. 

Magic Is In The Making. From Us. To You. For Them. 

The AW17 Festive campaign was themed on a fantastical factory scene, symbolising a gift generator, helping to inspire our customers with gifting ideas at the celebratory time of year. The campaign line ‘Magic Is In The Making’ ties up the whole campaign, helping to frame the factory scene whilst also relating to our shoemaking expertise. 

The window space was converted in to a giant shoe making/gift factory. In both windows a moving conveyor belt with our dress collection rotated around the window. The curtains on the glass acted as a reveal to this fantastical gift making factory, but will also concealed the shoes when going back round again. This gave the illusion of the shoes continuously being produced. Hanging above the conveyor belt were several machinery items to look like they were part of the process in making our products. The campaign line “Magic Is In The Making” was then vinyled in the centre of the display.