Topman x James Bay

Singer-songwriter James Bay has teamed up with Topman to launch a 13-piece collection, and in celebration the retailer unveiled a 'live' window display at its Oxford Street store in August. The musician created a Wall of Inspiration which included his own original drawings. Customers were also invited to join him in completing the artwork.

The concept of the window scheme was undertaken by YourStudio, which created an immersive maze that took customers into the mind behind the creativity. Stylo ensured the concept/build could work then produced all the items and installed the window.

YourStudio layered the drawings within the immersive installation using sound, light and vision. Giant white neon interlinking hands taken from one of Bay's illustrations filled the windows, whilst a black and white fingerprint design was multiplied from a fractal mirror installation beyond.

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The fractal mirrored maze reflected Bay, his collection and visitors within the space while endless patterns with video and lighting created animation and interest. Arced stages and mirrors reflected moving images of Bay's working processes, bringing to life the thinking behind his collection.

Reversing the traditional idea of a window display, visitors viewed out from the installation within to look out onto the street through one of Bay's illustrations.

Mannequins displayed signature pieces from the collection, immersed within moving content showing the artist's inspirations.

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