Argos A/W 14 Homeshow

Creating a visually stunning display of Argos’ forthcoming brands and products to press

Brief:

To design an innovative showcase introducing press guests the new A/W14 products from Argos

Solution:

Turn blank canvas venue OXO2 into five large rooms sets to introduce the brand’s latest collections, plus seven smaller plinth stories. Each room was designed to reflect both a time of year and the personality of its inhabi-tants, enabling guests to travel through all 12 months as they moved through the venue.

A kitchen and dining space was set up for a Valentine’s meal, whilst a bedroom scene was designed for a teenage student in the thick of May’s revision season. A young couple were in the midst of packing for a holiday in another bedroom setup, which showcased their love of travel through a range of globetrotter-inspired accessories.

A living room was prepared just in time for the X Factor final, and came complete with mismatched cushions, pizza boxes and popcorn. The final scene was a festive one, with a dining table set up for the traditional family Christmas dinner, including those all-important extra chairs for last minute guests.

Guests were also introduced to Argos’ new ‘Heart of House’ brand, a high-end home and furniture brand designed to respond to modern living. The new brand has recently become available to customers, with a choice of 1,200 products across furniture, homewares and upholstery.

“The show was a resounding success. Internally and externally it has moved us on hugely …Great job by Mask!”

Head of Communications - Home Retail Group