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VM choice: Ted Baker's Valentine windows

The search for a soul mate at Ted Baker’s Regent’s Street store has taken a new angle. Inviting customers to go fishing and to hook their sole mate (all terrible puns intended), commences with the gift of a crab on the retailer’s website and the invitation to find its mate. The gift crab allows customers to cast a hook and find a match, or rather the chance to win £1,000 of Ted Baker merchandise.

The punning continues in the window, suitably filled with an almost throbbing heart-shaped graphic backdrop, centred on a white neon heart, and a variety of fish-themed props. Despite its largely magenta pink theme the addition of golden yellow, purple, royal blue and scarlet on the doodle-style graphic prevent this appearing overtly feminine.

The foil on the glass pulls everything together with the promotional caption ‘Sole Mate’ in a suitably on-trend 1970s font.

A stylised starfish foil on the glass manages to look slightly shocked, excited, and romantic. Nice.

The pattern-covered plinths, deliberately interrupting the direction of the background graphic, add to the complexity of the graphic and its strong diagonal curves to create an eye-catching visual. The merchandise displayed on the mannequins and on the plinths, both men’s and women’s wear, promotes the impression that this promotion is for everyone.

Positioned centrally above the heart on the backdrop is a foam-board hook. Across the top of the window are several folded foam-board soles – the fish, not the essence of a person.

A nicely worked theme, relying on English puns, this window is language-specific for full impact. But given that it is so eye-catching, it still successfully attracts attention and promotes merchandise even if the customer doesn’t speak English at all.