Grey London designs ‘virtual charity shop’ window installation for charity Women’s Aid

Advertising group Grey London has designed a ‘virtual charity shop’ in London’s Soho for domestic abuse charity Women’s Aid’s Valentine’s Day campaign.

A Comfortable Silence, by The Last Tuesday Society
A Comfortable Silence, by The Last Tuesday Society

The Cabinet of Dreams shop installation, in The Frame Store, doubles up as a virtual gallery, from which shoppers can buy the pieces or text images of them to their partners, which will generate a donation to Women’s Aid.

There are nine pieces in the installation by artists and illustrators Rob Ryan, Kyle Bean, Fred Butler, The Last Tuesday Society, Nicole Mueller, Suck & Chew, Francesca Mair, Marie-Louise Jones and Charlotte Brown.  Each piece is displayed within a bell-jar in the window.

A Portion of Spoiled Rotten, by Suck and Chew
A Portion of Spoiled Rotten, by Suck and Chew

The installation aims to represent ‘what really matters to women on Valentine’s Day’, using data collected from a Yougov survey conducted by Women’s Aid. It features illustrations of gestures such as ‘old-fashioned romance’, ‘industrial-strength mojo’ and ‘the apple of my eye’.

Nils Leonard, Grey executive creative director, says, ‘Women’s Aid aren’t just a charity that create provocative or negative messaging. Design, technology and a powerful insight all come together in London’s First Virtual Charity Shop, allowing Women’s Aid to find their place in the positivity of Valentine’s.’

Some Old-Fashioned Romance, by Marie-Louise Jones
Some Old-Fashioned Romance, by Marie-Louise Jones

Nicola Harwin, chief executive for Women’s Aid, says,  ‘Women’s Aid believes that love and relationships should be based on equality and respect, and would like to encourage everyone to celebrate this Valentine’s Day by buying a “money can’t buy” gift for their partner from our virtual shop, which will help to raise vital funds for our lifesaving services.’

The Cabinet of Dreams will be at The Frame Store until Valentines Day, 14 February.

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