not just a shop - Christmas window display
Inspired by The Nutcracker ballet, this window titled “The Theatre of Wonders” transforms the High Holborn storefront into a grand stage, a handmade world where dreams reign and fairytales come to life.
Winner of not just a shop’s 2025 Christmas Window Competition, “The Theatre of Wonders” was my first large-scale, multimedia installation. As an illustrator used to creating small paper miniatures, I designed and built every element by hand using cardboard and paint, blending illustration, art direction and set design into one cohesive experience.
Currently on display at 272, High Holborn, London
Date October 2025
Client not just a shop, University of the Arts London
Category Retail design
The process
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The process ✏️ 〰️
Initial competition stage
I presented a pitch deck where I was asked to produce 3 ideas and consider sustainable materials, budget and production timeline.
Second stage
I got notified my first proposal won the competition, so I started sourcing materials, making props and researching practical techniques for producing my idea.
Third stage
I produced the props by cutting and painting 2.40 metres height cardboards. For the giant candies, I used some shipping boxes I already had, aluminium foil and coloured wrapping paper.
Fourth stage
I installed the curtains, hung the props and decorated the shop window with coloured markers.
Check out the interview on the project!
Chiara Carnevale, not just a shop marketing manager
“Your window is attracting attention, and we even had a customer remark that they bought online after having seen the window display walking through Holborn one evening. Congratulations once again!”
Pictures by Pietro Fanti