Topshop, Oxford St
Best Window in a Multiple, VM & Display Awards 2013
The Topshop Colour Wheel is a bold circular form, designed to be experienced at multiple scales. With its colourful appearance, the iconic circular shape draws the eye from across the street as commuters exit Oxford Circus tube station. Up close visitors realise that the form is made from shop mannequins and are able to inspect the clothes in detail from unusual angles.
The wheel has 14 spokes, each supporting a mannequin and can be rotated using a handle at the back to highlight different outfits. From inside the store customers get a glimpse of the wheel’s complex industrial structure. Once a week the merchandise is changed entirely so that a new colour spectrum is unveiled.