A Milestone Celebration
In 2024, Loro Piana marks a remarkable centennial milestone, and what better way to commemorate 100 years of exceptional craftsmanship than with a breathtaking holiday installation at the iconic Harrods department store? This isn’t just a window display – it’s a narrative journey that redefines the very essence of holiday magic and gift-giving.
Reimagining the Father Christmas Workshop
The traditional concept of the Father Christmas workshop has long been confined to a singular location in the North Pole. Loro Piana and Harrods challenge this notion with a provocative question: What if the Father Christmas workshop isn’t just one place, but a global network of extraordinary artisans and magical locations?
The Workshop of Wonders Concept
The installation, titled “Workshop of Wonders,” invites visitors on an odyssey that blends fantasy with functionality. It’s a celebration of the artisans, workshops, landscapes, and even animals that contribute to creating extraordinary garments and accessories – transforming Christmas gifts into dreams.
Behind the Scenes: Our Print Journey
As a large format print company, we were privileged to play a crucial role in bringing this vision to life. Our involvement began in May, with a series of detailed discussions, zoom meetings, and in-person consultations with the Loro Piana team.
The Technical Challenge
Our brief was intricate and demanding:
- Create teaser graphics for full window coverage
- Incorporate a specific border design
- Ensure graphics could be temporarily removed for preview nights
- Design for long-term installation (remaining in place until mid-January)
The Solution
We collaborated closely with multiple teams:
- Obtained precise plans from Sculptivate for external frames
- Received detailed internal build specifications from 3D eye
- Created custom templates to cover build edges
- Designed teaser artwork that could be strategically removed and reinstated
The Aesthetic Touch
Loro Piana and our PressOn team carefully selected the border colour – Loro Piana’s signature Kummel – to complement the external 3D frames and enhance the internal display without distraction.
A Collaborative Masterpiece
The project was a testament to collaborative excellence, involving an impressive roster of specialised teams:
- Sculptivate (exterior 3D frames)
- 3D Eye interior window design and build
- Event Cycle UK
- Yaro Studio (project management)
- GEKKO (Power)
- KB Event (transport)
- JP Safety (health and safety)
- Inluster Ltd (internal window electrics)
- Ambar (high-level installation)
- Amerigo and Vanity MFI (exhibition & basil street internal window construction)
- ABC LAB, Monogrid, Wheelhouse (LED screens)
- Tomei&Sons (internal hoardings)
- Reflex Interior Construction
- LTS (traffic management)
The Execution
Our team was on-site a remarkable 22 times during the two-week installation period, ensuring every detail was perfectly executed.
A Celebration of Heritage and Craftsmanship
Despite being part of the LVMH group, Loro Piana remains deeply connected to its roots. The original family maintains an active role in the company, preserving a commitment to skilled artisanship that has defined their brand for a century.
The attention to detail was extraordinary – a level of quality and precision that made us incredibly proud to be part of this project.
More Than Just a Window Display
This installation transcends traditional holiday marketing. It’s a storytelling experience that invites viewers to explore the magic behind luxury craftsmanship, to appreciate the intricate journey of creating something truly exceptional.
Conclusion
The Loro Piana “Workshop of Wonders” at Harrods is more than a holiday display. It’s a celebration of a hundred years of innovation, a tribute to global artisanship, and a magical invitation to reimagine the art of gift-giving.
As we reflect on this project, we’re reminded that true luxury isn’t just about the final product – it’s about the story, the craftsmanship, and the magic woven into every thread.
