Robu was invited by Fenwick of Bond St. to create the branding and window installations for its first campaign of 2015. Fenwick is the largest independent department store group in the UK.
"Here I am” declared John James ‘Jim’ Fenwick when he first stepped through the doors of the Bond Street store in 1891, the flagship of the Fenwick Group. The words may have been simple; his concept was anything but - this was one of the first department stores to be seen outside of Paris, the windows filled with spectacular displays designed to entice the glamorous ladies of London through its doors.
Fenwick of Bond Street, which has retained its prominence on Bond Street for the fashion cognoscenti since opening in 1891, announces the launch of ‘Here I Am’, a year-long campaign inspired by the words JJ Fenwick (known as Jim) said after first arriving on Bond Street in 1891 to open his ground-breaking new concept (combining the selling of different goods in clearly defined departments under one roof), today known as a department store.
‘Here I Am’ heralds Jim Fenwick, one of England’s greatest retail pioneers as its muse. The campaign will celebrate Fenwick’s unique story by taking customers through a journey of unexpected collaborations that will be infused through Fenwick of Bond Street’s products, events, services and windows.
Paying homage to Jim Fenwick’s concept of collaborating with cool new artists of the day, Fenwick has invited artist Andrei Robu to illustrate the words ‘Here I Am’ through a series of art installations which will go live in the retailer’s iconic Bond Street windows in January 2015.
2015 marks the advent of a new era, and a new moment for Fenwick of Bond Street, as the retailer embarks on the next phase of its journey to become famous as London’s House of Style.
David Walker Smith, Managing Director, Fenwick of Bond Street said: “2015 is a celebration of Fenwick of Bond Street as a heritage brand, symbolising the next stage in our journey to become world famous as London’s House of Style. We’re fortunate to hold one of the greatest stories in the history of British retail, which we recognise as our responsibility to protect, and our collaboration with Andrei Robu is a perfect ode to Jim Fenwick as a retail pioneer who was known for employing well known fashion creators of his day. As the world becomes a smaller place, both Londoners and our Bond Street audience look to Fenwick of Bond Street to not only innovate to ensure we remain fresh and relevant, but also to curate a different story which we hope we have achieved through Here I Am. We hope the power of these words will inspire customers today.”