image for John Lewis Christmas Windows

John Lewis Christmas Windows

Published on Tuesday, 25th November 2014
The Oxford Street store unveils penguin themed 2014 Christmas window displays - Emma Gullick, 3D Designer at IGNITION wonders if they have gone too far.

Continuing the theme with Monty the Penguin, John Lewis have created a series of playful window displays this Christmas. The store have gone further than previous years by creating the character across many platforms and presenting a consistent concept. Running alongside the TV advertising campaign these windows have now been unveiled. Once in store, customers can then explore Monty’s winter garden, adopt a penguin, look through Monty’s virtual reality goggles, and download Monty’s storytelling app – among other things.

The John Lewis Christmas windows are playful and attract interest in passers-by.  Anyone who has seen the Christmas advert will instantly recognise the link to the trusted British retail giant. But have they gone too far? The original concept behind the now famous Christmas advert was not about the merchandise, the money and the translation into the store environment. The premise of ‘Never Knowingly Undersold’ refers to the trusted relationship between John Lewis and its customers and the subtle yet important message behind the Christmas fanfare. While many have been won over by Monty the Penguin, how long can this be sustained before the sponsorship and commercial environment take away from the concept that originally made John Lewis stand out?

By Emma Gullick – 3D Designer at IGNITION