Windows of opportunity
By Rebecca Mitchell
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Spanish designer Jaime Hayon takes to the apertures of Fortnum & Mason to celebrate a quarter-century of creative wizardry.
A self-proclaimed artistic polymath, designer Jaime Hayon is no stranger to blending his whimsical artistry with luxury craftsmanship. Designing the atrium and window installations for Fortnum & Mason for this year’s LDF was no exception. "I see myself as a juggler, constantly balancing materials and histories to craft beauty in motion," Hayon muses. This spirit of playful experimentation is peppered throughout the installations housed by the iconic Piccadilly landmark, which chart the rich tapestry of Hayon Studio’s 25-year creative evolution.
“The collaboration with Fortnum & Mason is a true honour, as their dedication to craftsmanship mirrors my own commitment to artistry. Together, with the installations, I want to celebrate my creativity at its finest,” says Hayon.
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Location counts, but this collaboration is a tribute to shared values. “I will always remember my first day at Fortnum's,” says Ange Loftus, head of brand and creative production. “Our deputy archivist said to me: ‘Everything at Fortnum's is done with pride, knowing that it will become part of our future archive.’” This guiding principle set the standard for creating exceptional brand experiences – and this joint venture for LDF24 follows suit. Loftus continues: “We’re introducing something a little unexpected, a 'made you look' moment or a sensory experience that leaves a lasting impression on visitors.”
Who better than Hayon to meld historic craftsmanship with contemporary design? Like Fortnum & Mason, he believes that, "to embrace the future of luxury, it’s essential to look to the past". If the future hallmarks of luxury lie in human artistry, a defining aspect of Hayon’s work is its handcrafted, illustrative nature.
In designing the window and atrium installations, Hayon relied on intuition: "Rather than overthinking, I allow my instinct to form a direct connection between my feelings and my art."
This approach, which draws from travel, folklore and daily life, fosters a sense of wonder. Each silhouette and form on display at Fortnum & Mason celebrates the infinite possibilities of imagination, transformed into tangible objects.
‘Malabarista' – an intricate laser-cut panel, depicting a figure juggling images from the cosmos – takes over the store’s impressive atrium; whilst the window installation ‘Celebration I’ flaunts a spectrum of odd shapes in motion, bright hues and friendly beasts. Crafted from ceramics, bronze, crystal and wood, each piece has been chosen to exemplify Hayon's creative virtuosity.
It’s hard to pick a favourite, but Hayon highlights the golden cactus: a symbol of his early work and imagination, it was a piece that helped establish his career during a 2003 David Gill gallery installation.
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As a result, “London holds significant importance for my artistic journey", Hayon says, his approach to design having been shaped by the city’s vibrant creative energy and rich history. Recent London projects include the interiors for Art’otel Battersea, which draw on his signature blend of craftsmanship and innovation. "The project speaks for itself,” he says, with every corner of the new hotel harnessing the Studio’s philosophy of infusing spaces with exclusive elements and harmonious palettes.
Ultimately, Hayon hopes that visitors to the Fortnum & Mason x Jaime Hayon vitrines walk away inspired. "I want people to be captivated by the dynamic energy and vivid colours in my works," he says. Windows of wonder, to inspire and delight – it’s a chance for Londoners to experience the care, creativity and sophistication of Hayon’s work firsthand.
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