Large-format specialist PressOn worked with Harrods to launch Fashion Re-Told, a luxurious pop-up charity store that was set up to raise funds for the NSPCC.
The company provided branding for two floors, equating to 218sqm of retail space in a bespoke English flower-garden concept that was designed by Harrods. The brief was “to cover every surface with a coherent, seamless series of showstopping floral graphics”, including lifts and stairs.
Graphics supplied for the pop-up shop by PressOn included self-adhesive flooring with a textured R10 slip rating surface, pastable polyester canvas with a grey back for the walls, self-adhesive monomeric block-out vinyl for the lift doors and polyester textile with a block-out backing for tension fabric frame systems.
The business used its new HP Latex R2000 and Latex 3600 printers and Kongsberg i XP24 digital cutting table to produce the graphics and employed the GMG colour management system to ensure consistency of colour across all aspects of the design.
Installation took place over four nights in April, just prior to the store’s opening at 51 Marylebone High Street on 2 May.
PressOn also worked with Harrods on this project in 2018, supporting the inaugural Fashion Re-Told in Sloane Street, which raised more than £110,000 for the NSPCC.
For this year’s pop-up, which closed on 2 June, the ambition was to reimagine the parameters of a charity store by replicating the luxury shopping experience customers receive when they visit Harrods.
The store was staffed by Harrods and NSPCC volunteers and offered a curated selection of new and preloved designer womenswear, menswear, childrenswear and accessories donated by both British and international designers.
This year’s chosen store, which was donated by Howard de Walden Estates, was much larger than the 2018 store and involved a greater volume of surfaces to cover with retail graphics.
PressOn said the surfaces were very uneven with very few square/straight walls and edges. Furthermore, the botanical print of the graphics needed to seamlessly merge from wall to ceiling to floor, which the company said proved to be a complicated installation project.
“Supporting Harrods and the NSPCC for Fashion Re-Told 2019 was a great honour for us at PressOn and we’re very proud of the finished result. Seeing the transformation of an empty shell to this stunning store using printed graphics has been amazing,” said PressOn senior project manager Shannell Davies.
Harrods creative visual director Alexander Wells Greco added: “Harrods is synonymous with luxury retail and with Fashion Re-Told our ambition is to change the public’s perception of charitable shopping by offering a Harrods level shopping experience.
“PressOn have helped us to deliver a store which is truly unique, and which has captured the imagination of all the shoppers who have visited.”
Every penny raised by the pop-up will go directly towards the NSPCC’s services in London, helping to support children in the capital and protect them from abuse and neglect.