LUSH March Window Display Proposal â
âScented Stories: Moments You Can Read with Your Sensesâ
To celebrate World Book Day on 5 March 2026, LUSH is imagined to present a special window display under the theme âScented Storiesâ, expanding on the brandâs book club culture held at the LUSH Soho Studio.
With the concept of âa space where books come alive through scent,â this window display is designed to offer passers-by a sensory experience â as if they could smell the scenes within a book simply by standing in front of the glass.
đ Left-Side Concept
On the left front side of the window, a large open-book-shaped installation is placed as the central visual focus. The structure is designed as two open pages, reinforcing the idea that opening a book releases fragrance.
The left page displays images of signature products from LUSH Perfume Library Soho.
The right page presents each product name styled as a chapter title, just like a book:
Example: Chapter 1. FANTASY STORIES â CONFETTI Perfume.
At the top left corner, inspired by LUSHâs signature digital signage but reinterpreted in an analogue form, the title âScented Storiesâ appears on a black signboard.
Warm white lighting is installed behind the sign to evoke the cosy ambience of a traditional bookshop.
The background is finished in a warm beige tone that blends naturally with the store interior while highlighting the sculptural installation.
đ Right-Side Concept
At the top right of the window, the lettering âWORLD BOOK DAYâ is applied using the official typography and imagery to clearly connect the theme with the occasion.
Across the front, bookmark-shaped paper mobiles are suspended, creating a gentle, bookstore-like atmosphere.
Customers are invited to scent the bookmarks with LUSH fragrances and write personal messages, turning them into interactive story fragments.
As the mobile gradually fills, it symbolises how each LUSH product becomes a story of its own. These completed bookmarks will also be used as gift-wrapping accessories for purchases during the campaign period.
In the bottom right corner, the phrase âWelcome to Book Clubâ is subtly paired with real photographs of the LUSH Soho Book Club, linking the display to LUSHâs existing community culture.
This element moves beyond a simple brand concept and helps position LUSH as a brand that genuinely loves books, conveying the message that âwhat you need when you read is a fragrant moment of rest.â
đŞOverall Concept
The overall tone reflects a warm, cosy bookshop mood, enriched with LUSHâs signature playful colours â pink, yellow and purple â to maintain a youthful and creative identity.
The 2026 S/S Pantone trend colour âCloud Dancerâ is incorporated throughout the window to create a soft, contemporary visual harmony.
At the centre of the store interior, the book
âCosmetics to Go: the Story of the Company That Came Before LUSHâ (published by LUSH in September 2025) is prominently displayed to deepen the storytelling experience.
This publication tells the origin story of the business that preceded LUSH, as well as the birth of its earliest iconic products such as the bath bomb, shampoo bar and fresh face masks.
Related LUSH products are merchandised alongside the book, encouraging customers to pause at the store entrance while reinforcing the brand message:
âEven in moments shared with books, LUSH is right beside you.â













