What goes into a Christmas window?

AKIN member, the jeweller Lucia Hall previously worked as a visual merchandiser for Gap, H&M and Liberty of London. She explains what it takes to create the legendary Liberty window displays…

“The windows at Liberty are world class, so as you can imagine creating them is a complex operation involving all team members as well as the workshops and design studios. Liberty is unique in having traditional studios on site where individual ideas can be made reality. A lot of brainstorming went on before work could begin on what were really mini art installations, flanking both Great Marlborough Street and Carnaby Street – and passed by thousands of people every day.

At Liberty our team consisted of five members, each responsible for one area of the store. Mine was jewellery and accessories, which I found the most exciting. We would all join forces for special events such as product launches for Alexa Chung, Manolo Blahnik, Dita Von Teese, Hermes, Bobbi Brown, Love Magazine and Alexander Wang. They really were full-on glamorous celebrity events and required all our ideas and stamina.

How did we get the ideas?

Well, Liberty made sure we had constant inspiration. It is such an innovative company, and also privately owned, so one of the great things about working for them was being sent off on trips to theatres, museums and galleries. We even got dispatched to Paris to fuel our creativity and so that we could inspire each other. It was demanding and fun and one of the best jobs you could have. Although it did mean leaving my Brighton home at 4am to get to the store before it opened so that everything was in perfect shape before the public entered at 9am.”

When you are out shopping during this festive season, have a look (a really good look) at the window displays. Behind every one is a team of people who have worked their arses off. And who have probably loved every minute!