WAM Interactive
An exterior view of the Liberties window display with blurred figures walking past.

Liberty Shopfront

Liberty London, UK

Narrative based Shopfront

This narrative based exhibit for Liberty London tells a fictional tale about Arthur Lasenby Liberty, the founder of Liberty London. It was awarded the RIBA best shopfront prize in 2016. The project is formed around a clear narrative that explores the history and importance of the shop to viewers of all ages.

The exhibition comprised graphics, sculptures and dioramas in conjunction with more typical window dressing and product display. James was the design lead on this project. In addition he managed the critical relationship between the project team and the stakeholders in the client organisation. He worked closely with award-winning writer, Eley Williams, to define the concept and narrative.

1) There Once Was A City, Vice-Ridden And Squalid,
Where Fashion Was Depraved, Salacious And Horrid;
Its Designs Were All Wicked, Fabrics Hung Askew
— A Senseless And Unstylish Hullabaloo.

2) By This Point Couture Had Quite Lost Its Way
But! One Man Leapt To Action, Right Into The Fray!
The Single Great Hope For This Town All-At-Sea:
Dapper And Redoubtable Arthur Lasenby Liberty.

3) “Arthur Was Good”, And Arthur Knew Best;
‘London Shall Emerge As A Place Better Dressed!’
He Worked Day And Night ‘Til The Brave Drapers’ Guru
Built A Glorious Catalogue (All Arranged Two-By-Two-O).

4) The Floods Soon Descended And Submerged London’s Streets,Washed Away The Tawdry Coats, Hemlines And Pleats. The Waters Kept Rising And Through Waves Huge And Frightening Arthur Sailed On, Beneath Thunder And Lightning!

5) After Months On The Water Arthur Reached A Decision And Launched A Pigeon To The Sky (With Astounding Precision) And! To His Joy! Sign Of Land! ‘What A Selection!’ The Bird Came Back Clutching Gucci’s A/W 2016 Collection.

6) So Arthur Returned With A Triumphant Splash
Bearing Bespoke Stylings And New, Modish Panache;
The Whole Of London Toasts Him, And Throughout The Lands
We All Can Rest Easy — Fashion’s Now In Safe Hands.

James was one of the founding members of Architecture Social Club and led the design for this Liberty / RIBA sponsored project. Collaborations still occur between Wignall and Moore and ASC.