Harrods’ former CEO Richard Simonin wished to re-assert Harrods’ cutting-edge significance and to communicate this iconic department store’s intent across the world, through site-specific illuminations of the store’s famous façade.

However, in order to underpin the desired ‘Wow!’ factor with serious artistic merit, a culture consultant was needed to guide the project from concept to fruition. Hence, Simonin turned to Tzenkoff for our expertise in this respect. We consequently selected world-renowned contemporary artist Doug Aitken to create specific moving images for Harrods; Aitken was duly engaged as the Creative Director of this on-going moving images project.

The core concept that he submitted involved him filming and creating four original programs per year for the store. These programs would change with each season. Having been filmed on location throughout the world, they would reflect natural, seasonal themes in ways which would captivate and stimulate onlookers.