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Jo Malone lights up Selfridges Birmingham

Fragrance brand Jo Malone required a window display that summed up its brand for those passing its concession in Selfridges Birmingham, as part of the ‘Neon’ theme running in the store for 12 months.

Prop Studios crafted an edge-lit Jo Malone London Townhouse panel, visible from 360 degrees around.

A new experimental engraving technique allowed light to be captured across the panel, spanning 2m in width and 3m in height. The panel was illuminated from all four edges to highlight the etching and produce a white neon effect.

The townhouse was designed to change with the seasons for the year it is on display, and to be customised during events.

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