Lush Hour .ᐟ

LUSH March Window Display Proposal —

“Scented Stories: Moments You Can Read with Your Senses”

To celebrate World Book Day on 5 March 2026, LUSH is imagined to present a special window display under the theme “Scented Stories”, expanding on the brand’s book club culture held at the LUSH Soho Studio.

With the concept of “a space where books come alive through scent,” this window display is designed to offer passers-by a sensory experience — as if they could smell the scenes within a book simply by standing in front of the glass.

📖 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 — CONFETTI Perfume.

At the top left corner, inspired by LUSH’s signature digital signage but reinterpreted in an analogue form, the title “Scented Stories” 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.

🔖 Right-Side Concept

At the top right of the window, the lettering “WORLD BOOK DAY” 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 “Welcome to Book Club” is subtly paired with real photographs of the LUSH Soho Book Club, linking the display to LUSH’s 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 “what you need when you read is a fragrant moment of rest.”

🪟Overall Concept

The overall tone reflects a warm, cosy bookshop mood, enriched with LUSH’s signature playful colours — pink, yellow and purple — to maintain a youthful and creative identity.

The 2026 S/S Pantone trend colour “Cloud Dancer” is incorporated throughout the window to create a soft, contemporary visual harmony.

At the centre of the store interior, the book

“Cosmetics to Go: the Story of the Company That Came Before LUSH” (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:

“Even in moments shared with books, LUSH is right beside you.”

Lush Perfume Library Soho — Visual Experience

1. Exterior & Window Design

🫧 The storefront makes a strong visual statement on Beak Street with a bright tangerine/orange façade that signals the brand’s playful, handcrafted identity while standing out in Soho’s fragrance retail hub. 

🫧 Large window panes feature “The Perfume Library” lettering, creating a clear brand focal point and inviting curiosity from passersby.

🫧 The exterior color and signage strategy functions as VM by creating an immediate sensory cue — both visual and olfactory — drawing in visitors and signaling that this is a specialized fragrance destination rather than a typical cosmetics shop.

2. Interior Atmosphere & Spatial Layout

The interior evokes a library-like, experiential retail space where fragrance discovery is presented more like a journey than a transaction.

🎨 Color palette & materials:

Deep blue walls contrast with the warm tangerine accents seen at the front. 

Warm wood shelving and vintage furniture create a tactile, curated feeling reminiscent of a private study or old-world library. 

Green plants placed around the interior add organic texture and reinforce Lush’s nature-linked brand ethos.

3. Product Display & Visual Merchandising

💡 Layered shelving and sectional wooden fixtures organize fragrances and books in a way that encourages deliberate browsing, rather than impulse grabbing. 

💡 Books on scent, perfumery, and inspiration are integrated directly into the perfume displays — amplifying the “library” concept and supporting storytelling as part of VM. 

💡 Perfume bottles themselves, many exclusive to this location, are arranged with breathing room to focus attention on design, color, and label details. 

London’s Hatchards is not just a bookstore; it is a living piece of literary history. Established in 1797, it holds the prestigious title of being the oldest bookshop in the United Kingdom, and its storied atmosphere reflects centuries of royal patronage and bibliophilic passion.

The Timeless Charm of Hatchards

1. The Art of Bespoke Gift Wrapping

Hatchards is world-renowned for its exquisite gift-wrapping service. For many visitors, a book from Hatchards is more than just a purchase—it is a keepsake. Their signature wrapping, often finished with elegant ribbons and high-quality paper, transforms a simple book into a sophisticated gift. It is a hallmark of their commitment to the "personal touch" that modern retail often lacks.

2. Curated Atmosphere & Literary Echoes

As you wander through the creaking wooden floors and climb the winding staircases, you’ll notice a unique detail: carefully chosen literary quotes displayed throughout the various sections. By placing these evocative snippets of prose and poetry near the shelves, the shop creates a bridge between the physical book and the reader's imagination. This thoughtful touch enhances the shop’s classic, intellectual ambiance, making the browsing experience feel like a curated journey through history.

3. A Community for Readers: Book Clubs and Subscriptions

Beyond its shelves, Hatchards fosters a deep connection with its patrons through its exclusive book clubs and subscription services.

🔖 The Hatchards Post: Information regarding their curated subscriptions can be found throughout the store, offering bibliophiles a way to receive hand-picked titles delivered to their door.

“Fizz The Season” is the visual merchandising concept for Lush’s 2025 holiday season.

It brings together themes of festive nostalgia, colorful fizzing bath products, and joyful gifting.

The concept is designed to create a lively, sensory-rich retail atmosphere centered on celebration, warmth, and playfulness.

📍Key Elements of the Concept

🧷 Festive Nostalgia

“Fizz The Season” focuses on the cozy memories of past holidays — classic Christmas colors, warm lights, and cheerful seasonal motifs.

🧷 Fizz & Fun

The word “Fizz” reflects Lush’s iconic fizzy bath bombs and bubbly bath products.

Displays highlight colorful bath fizzers, sparkling textures, and vibrant packaging to evoke excitement and sensory delight.

🧷 Gift-Focused Presentation

The holiday range emphasizes ready-to-gift sets, bright wrapping, and curated festive collections that make holiday shopping simple and joyful.

🧷 Sustainable Values

Introducing the Pantone Color of the Year 2026, PANTONE 11-4201 Cloud Dancer.

A lofty white neutral whose aerated presence acts as a whisper of calm and peace in a noisy world. PANTONE 11-4201 Cloud Dancer symbolizes a calming influence in a society rediscovering the value of quiet reflection.

A billowy white imbued with serenity, it invites true relaxation and focus, allowing the mind to wander and creativity to breathe.

In motion and in pause, Pantone Color of the Year 2026, PANTONE 11-4201 Cloud Dancer drifts between light and ethereal, a living calm that invites renewal, vision in serenity and creative release.

If books were raining from the heavens,