BATH, England — Lovehoney and U.K. sex store Harmony on Oxford Street have teamed up to create a “Fifty Shades Freed” window and in-store display to coincide with the movie's release and Valentine’s Day.
The left-hand side of the window is covered by a striking vinyl sign, which is part of Lovehoney’s advertising campaign for the new Fifty Shades Freed Official Pleasure Collection.
According to Lovehoney, it invites fans of the book and film to “Let Your Fantasies Be Freed” and includes pictures of products from the official pleasure collection created with author E L James.
On the right-hand side is a bold floral display of white and pink roses with elevated bell jars containing products from the collection.
Inside the store, there is a huge curved panel showing more products inspired by the mainstream movie, accompanied by pink roses and the headline, “Explore your deepest desires, and let your fantasies by Freed.” The collection has its own section inside the store.
Harmony has reported an increase in foot traffic ahead of Valentine’s Day, and the release of the "Fifty Shades Freed" movie on Friday, since the launch of the display two weeks ago.
The display was designed in-house by the Lovehoney team and the project was spearheaded by Laura Wood, Lovehoney sales consultant.
“It was wonderful teaming up again with Jamie and the team at Harmony,” Wood said. “Harmony is rightly renowned by everyone in the industry for its gorgeous window displays and collaborative approach.
“It is great to work with a retailer who really wants to maximize sales by promoting the products in such an eye-catching way.”