House of Fraser is celebrating Pride London, which takes place in the capital this Saturday 7 July. The department store's Pride campaign begins in London’s Oxford Street and then goes on tour to Glasgow, Leeds and Manchester.
The retailer's initial concept featured step and repeat graphics of couples in the six rainbow pride colours. The brief for creative VM agency Bright Leaf was to develop House of Fraser's in-house concept and create VM elements which could easily be transported to the four different locations and used multiple times – both internally and externally.
Bright Leaf developed the concept a little further to include full static cling window vinyls, window vinyl tag line banners, floor graphics and extracting the couple motif from the step and repeating the design. The agency fabricated more than 400 CNC foamex couples to hang from ceilings (interior and exterior). The couples, either two male or two female, were produced using matched foamex colours to mirror the six rainbow colours.