The project
To open its new flagship store in Tygervalley, in the northern suburbs of Cape Town, Woolworths South Africa developed a limited-edition fashion range, produced sustainably and sold only at that store. The range centred on an illustration of the Tiger Lily, described as indigenous and unique to the area, which ran across the merchandise. The aim was a memorable launch that expressed the values of the range and the brand: quality, craft, attention to detail and sustainability.
The storefront window held a single oversized paper flower, engineered and positioned so its petals seemed to break through the glass, with a backlit trumpet revealing the detail of its handmade construction. An illustration of the plant continued from the window into the mall, leading shoppers to the entrance and on to the range, where large handcrafted paper flowers formed an installation and a backdrop for launch events.
In place of vinyl, local artists and craftspeople painted every floor graphic by hand, creating illustrations several metres long that softened with wear as tens of thousands of customers passed over them during the two-week launch. The approach took extra time, planning and approvals from mall management and internal teams. The range sold out, and the installation drew substantial organic social media coverage.
The category
This category recognises visual merchandising delivered inside the store: creative, impactful displays that improve the shopping experience through considered design, product presentation and attention to detail. Judges look for schemes that communicate brand identity, follow a cohesive theme and use space and fixtures to encourage interaction and sales.
Read the full criteriaHow it meets the criteria
An oversized handmade paper Tiger Lily, engineered so its petals seemed to break through the window glass, gave the storefront a single, strong focal point.
One Tiger Lily illustration linked the merchandise, window, mall graphics, hand-painted floors and in-store flower installation into a continuous visual journey.
Floor illustrations carried the scheme beyond the shopfront and into the mall, using the walkway itself to guide customers towards the entrance and the range.
2026 winners
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