MASS APPEAL - All Saints & Kurt Geiger, Birmingham

'Wha wha what's goin' on...'

Sorry, it was where I got the idea of this post name from so I had to throw in a link// Classic old school tune, love it. LISTEN <<

I saw in Birmingham that both All Saints and Kurt Geiger within the Bullring had gone for the mass product look within their VM, stacked with surgically positioned and perfectly aligned grids which caught my iris'...

Kurt Geiger had gone for something a bit different, whether it was trying to cut costs or to show that they can trust the good and honest Birmingham public (lol!) by having no form of security between the product and consumer. It's interesting using the front of the shop almost just as storage/shelf space, proudly putting the products on show and makes the store feel more open. I liked the geometric style using the shoes almost as pattern being reflected and refracted by the mirrored boxes.

All Saints went for more of a vintage, antique style take with their mass styled VM. About 100 Singer sewing machines stacked in formation could also be a reference to heritage and craftsmanship and relate back to the handcrafted, more unique cut garments produced by the brand and perhaps amplify the vintage quality. I think this was my favourite shop window in Birmingham although the photos don't really do it justice.

Seeing about 100 sewing machines meticulously placed in metal cages in the shop window, under low light, recalls the modernism push of mass production and how it was worshiped pre 1950s and makes an interesting, quriky and charismatic front window.