What: Fortnum & Mason has unveiled a window collaboration with six street artists for the launch of its new ‘Unleash the Love’ gifting collection.

Why is it important: Fortnum & Mason, a high-end department store in London, has launched its 'Unleash the Love' gifting collection, accompanied by a unique window collaboration with six street artists. The collection, inspired by the eight types of love in Greek philosophy, aims to celebrate various forms of love. The artists, working with art curation and consultant collective Gone Rogue, were given complete creative freedom to interpret the theme of 'love' in their street-art designs.

The display showcases Fortnum & Mason's commitment to supporting diverse art forms and integrating them into its retail experience. The project not only adds a unique aesthetic appeal to the store's windows but also broadens the concept of love beyond Valentine's Day, reflecting its various forms and interpretations. Additionally, the auction of these artworks for charity highlights the store's engagement with the community and its efforts to contribute positively. This initiative represents a blend of art, commerce, and philanthropy, enhancing the cultural and social value of the retail space.

Fortnum & Mason creates major window installation for gifting