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VM choice: John Lewis loop the loop cushions

This John Lewis loop display of cushions in the home section of the Oxford Street store is striking. Clearly visible from the central void and the elevator, it forms a fairground-like, loop-the-loop roller-coaster announcing the department.

It is a truism of good VM that by using many small items of merchandise - and a cushion is relatively small - to create one large display is successful in drawing customers’ attention to the merchandise. This double loop-the-loop does just that, repeating patterned cushions in groups of three so as not to create too-frantic an effect.

Nicely grounded on the shallow mirror-topped plinth at one end, the other end ends with the comfy cushions making a bid for freedom through the ceiling.

As this arc of tubby, cosiness reminds us, John Lewis does retail perfect cushion pads: just filled enough for softness, and not over-filled, but just right. Just like the loop-the-loop. Lovely.