Iconic London department store, Fenwick of Bond Street, has this week launched ‘Here I Am’, a year-long campaign inspired by the words JJ Fenwick said after opening his ground-breaking new retail concept on Bond Street in 1981.
The campaign will celebrate Fenwick’s unique story by taking customers through a journey of unexpected collaborations that will be infused through Fenwick of Bond Street’s products, events, services and windows.
Paying homage to Jim Fenwick’s concept of collaborating with cool new artists of the day, Fenwick has invited artist Andrei Robu to illustrate the words ‘Here I Am’ through a series of art installations, which will go live in the retailer’s iconic Bond Street windows this month.
Also launching in January is Fenwick’s limited edition ‘Here I Am’ beauty bag. The exclusive cosmetics bag features 24 of the most sought after beauty products from brands including Eve Lom, Suqqu, Laura Mercier, Clarins and Chantecaille to help start the New Year with a beautiful glow. The beauty bag is worth £250, and will be offered complimentary to the first 100 customers who spend £200 in Fenwick of Bond Street’s beauty hall.
David Walker Smith, Fenwick of Bond Street’s managing director, said: “We’re fortunate to hold one of the greatest stories in the history of British retail, which we recognise as our responsibility to protect, and our collaboration with Andrei Robu is a perfect ode to Jim Fenwick as a retail pioneer who was known for employing well known fashion creators of his day.”
Robu’s ‘Here I Am’ concept is inspired by the vintage typography style used in the early days of Fenwick. He explained: “I chose to draw a bold type-lettered logo to match the founder’s simple, yet powerful words, “Here I Am”. My approach for this project was to try to illustrate a visual language through the use of bright colours and floral motifs that will draw all eyes to Fenwick’s iconic Bond Street windows. ‘Here I Am’ is a reminder never to be afraid to say what you think, eliminate distractions, simplify and believe that inspiration exists but it has to find you working.”