John Lewis x StudioXAG: London Icons

The John Lewis Oxford Street VM team approached StudioXAG to design and produce striking creative displays that would enhance the womenswear department.

Each prop was influenced by British icons such as Landseer’s Lions of Trafalgar Square and the unmistakable emblems of the London Eye and the London Underground map.

The lions’ bodies were sculpted through various intensive processes: a 3D computer model was milled into a dense foam through a CNC router, before being hand finished and cast in a fibreglass outer shell. The manes and tails were crafted out of raw British denims and Irish linens.

Other props such as the signs were crafted from a neon alternative which was designed to the highest standard to ensure a durable, sustainable and environmentally friendly light display without losing the bright colours associated with neon.

The props are on permanent display in the Oxford Street store.