The project
A Perfect Spring Day set out to use Fortnum & Mason's window space in a very different way. The scheme concentrates on the simple joy of the season, picturing an ideal spring day and making it better still with Fortnum & Mason's own touches.
Each set plays with perspective and lighting. Scenic painting and carefully forced perspective shape every window, and each scene is filled with tiny details that reward a closer look. Across the run of windows on Piccadilly, the scenes take in spring blossom, a bench set among the planting and beehives standing in a meadow of spring flowers.
The windows were well received by customers, by colleagues inside the business and across the wider industry, where the scheme was seen as a fresh approach to window display. A Perfect Spring Day was one of two Fortnum & Mason winners at the 2026 Creative Retail Awards, alongside Resourceful Nature in Sustainable Display, and the retailer also received the Trailblazer award.
The category
The Window Display award celebrates creativity and execution in retail window design, for both seasonal and permanent schemes. Judges look for windows that attract attention, express brand identity and use strong visual storytelling to draw customers in and make a memorable first impression.
Read the full criteriaHow it meets the criteria
Scenic painting, forced perspective and lighting combine to turn each window into a detailed spring scene, from blossom to beehives in a meadow of flowers.
The scheme carries its seasonal message through the joy of a perfect spring day, with Fortnum & Mason touches built into each idealised scene.
Every set is built up with tiny details, scenic painting and carefully judged perspective, showing care in composition, lighting and craftsmanship.
2026 winners
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