Spring Window “Joke Shop” — Chrome Hearts, Selfridges
London · April 2024

Creative Direction, Visual Strategy & Production

For the Spring window scheme Joke Shop at Selfridges Duke Street, I led the creative direction and execution of a light-driven installation developed in close collaboration with a specialist window designer. Referencing illuminated shop signage, the windows incorporated neon elements and bold typography arranged in an eyewear chart–inspired layout, creating a playful yet graphic street presence.

Designed with longevity in mind—an explicit request from the owner—the installation was built to be modular and reusable. The display was later successfully repurposed for a major global eyewear event in Paris, extending its life beyond the initial window run. Sustainably sourced, locally fabricated materials supported both the visual impact and long-term adaptability of the system.