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Visual merchandising props for Atelier Choux at Harrods

Department store display for luxury brand

Along with our printed graphics, as part of the full service we offer, The Graphical Tree are also involved in build and fabrication projects. A nice example of this kind of work are the visual merchandising props we produced for Atelier Choux in Harrods. Atelier Choux is a French lifestyle brand for families focused on interior design. Originally with a focus on babies and children, products for adults and the entire family launched in 2021.

With a passion for depicting building facades, perhaps unsurprisingly the team at Atelier Choux were looking for 3D installations to be featured in glass-fronted feature walls within the world-famous luxury department store. And whilst there was no plan to build a mini-replica of Harrods or the Parisian Atelier Choux store, the idea was to create a replica free-standing bed and advent box in the recognizable Atelier Choux aesthetic. The brand had an idea of the look and feel, and they spoke to our team about how we might turn the concept into reality.

Props and fixtures in visual merchandising

Bespoke VM designed and fabricated bed

For the bed, our initial brief consisted of some rough visuals and an overview of the location, sizes and project ideology. So with our consulting heads on we came up with a simple construction method using interlocking panels. The design was first prototyped at a 25% scale and fitted together to test for structure, sturdiness, and dimensions.

Once we knew the design worked we mapped the client’s artwork onto the panels and produced at 100% scale. The final piece which was installed in Harrods was a direct-to-media printed bed, made from a fire-rated and robust white 10mm board and then CNC cut to shape. The panels were supplied (carefully) flatpacked with a plan of how to erect on site by our team of fitters.

Bespoke VM designed and fabricated bed

Fabricated advent box

The advent box, we admit, was a little easier. The design was a scaled version of the Atelier Choux children’s advent box, with the client supplying detailed drawings with exact dimensions. We did have to make decisions about the material to use, however. As the box construction differed somewhat from the bed, we decided to use a wood-based board for the constitute parts.

Instead of directly printing to the board this time, we produced the graphics to a high-tack self-adhesive PVC-free vinyl and wrapped the fabricated unit in-house upon its build completion. The fully assembled unit was packed and delivered to Harrods. The called-up advent box was now ready for installation alongside the bed, ready for the final touches and completion of the installation – the ceremonial laying of the Atelier Choux bedding to finish things off perfectly.

Self-adhesive PVC-free vinyl was used in building the advent box
Fabricated advent box
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