Following the success of the 2020 Christmas window displays, Woolworths chose to use the same approach of movement and interactivity for the 2021 festive period displays – this time on a slightly larger scale.
The themes were “murmuration” and “under the sea” for the gifting and kids windows respectively. The gifting window consisted of a multitude of clear baubles, made from recycled plastic, which hung from 3 moving rails. In addition, multicoloured lights were installed which could be controlled by a passerby with a hand gesture from the front of the window. The kids window contained an octopus with legs made from clear tubing and containing LED lighting. When a passerby would stand at a designated spot in front of the window, the arms would animate alongside an audible festive underwater themed Christmas jingle. Santa could also be seen diving into the water kicking his legs.
Once again, after prototyping at the mockup store several months in advance, the installations were deployed across the country at the flagship stores.
At the Creative Retail Awards based in London, the installations received five award nominations:
Both windows: Best Sustainable Display
Gifting window: Best Seasonal or Temporary Display Category
Kids window: VM Scheme Category
Gifting window: Overall Store Collaboration Category
Client: VM Central & Olive Studio