Liberty London hurried to put its display together after non-essential retailers in England were asked to close for a minimum of four weeks
Luxury retailer Liberty London has put its Christmas store theme on display ahead of England’s second lockdown due to Covid-19.
The Peace, Love and Liberty display is said to portray a ‘heartfelt expression of the strength of togetherness’ in what has been a challenging year for business and consumers alike.
Inspired by the historic use of scarves to send messages to loved ones, the retailer’s Christmas story has created designs centred around a hand-painted scarf, made in isolation by Liberty’s Design Director.
The motifs have been based on rediscovered words and images from the British company’s archive to symbolise ‘love, loss, joy and happiness’.
To evoke the theme, Liberty’s team designed illustrations showcasing colourful moons, doves and cherubs holding hands.
“This Christmas needed to evoke emotion, strength and happiness,” said Lisa Clemenger, Visual Concept Manager at Liberty.
“We had signed off our Christmas 2020 concept in February, but as we progressed through lockdown, the theme wasn’t right anymore – we came back to work in June and realised we had to start all over again.
“When we saw the hand-painted scarf creations, we immediately wanted to share the emotion of these artworks with our community and Christmas seemed like the perfect time.”
In celebration of the theme, Liberty has created a range of Christmas products using the prints, which will be adorned on beauty kits and crackers, as well as stockings and other homeware products.
Meanwhile, a limited edition collection of four scarves, featuring hopeful motifs have been created.
Last week, all non-essential retailers, including beauty stores, were asked to close for a four week period until 2 December as the country grapples with rising infection rates.
While Liberty’s store is shuttered, shoppers will be able to see Liberty’s Christmas display via its online store.