Selfridges, is renowned for its creative window displays, a reputation that the store works hard to maintain, with an entire department dedicated to making the most out of the store’s 5,184 squared feet of window and display space. Selfridges’ desire to innovate is exemplified by its decision to use lenticular material, a technology that through the use of a series of small lenses on its surface, allows the viewer to see different images according to where they are standing. Selfridges has been searching for suppliers of high quality lenticular panels for use in its ten 16 x 9 foot windows at the front of the store for over a year.
Janaurius Rodrigues of Photobition Ltd in Balham, South London, started his career in display at Selfridges and has maintained contact with the creative and production departments over the years. Rodrigues regularly presents to Selfridges ideas and new technology or techniques that may be of interest to the team and suitable for Selfridges’ windows. It was at one such meeting that it became apparent that Photobition Ltd could fulfil the department’s lenticular requirements. Six months after the original meeting Selfridges, who put every project to tender, approached a number of lenticular providers including Photobition Ltd to sample for the project. Photobition Ltdreturned a sample within twenty four hours and was awarded the work on the basis of its extremely high quality and cost.
The project involved the development of ten 7×4 foot lenticular panels, displaying five different flip images, of a single model in a variety of outfits taken by photographer Barry Jeffries. The panels were created with the help of lenticular specialist David Burder, who has been working in lenticular technology for over twenty years. On completion, the panels, along with other elements of the window, were supplied by Photobition Ltd to Selfridges who installed the final window displays themselves.
The window display only remained in place for a total of six weeks, however, over that period, it generated one of the highest levels of enquiry ever recorded at Selfridges. In addition, a number of the companies whose product were featured in the panels have enquired as to whether they might purchase the panel on completion of their use in the display.
Selfridges has been delighted not only by the astounding impact that the lenticular images have had, but also by their extremely high quality. Paul Chambers, creative manager commented: We have been aware of lenticular technology for some time and were keen to use it in a window display, however, before Photobition Ltd provided a sample, Selfridges were unable to find a supplier who could achieve the quality of work that we would expect. Photobition Ltd not only produced graphics of an extremely high quality, but they did so in less than four weeks. The Company has proved itself to be more than just a graphic supplier, they are also a solution provider.
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