Confirmed outbreak of Fifty Shades Fever on Oxford Street

Posted: February 7, 2018

Harmony, the UK’s most prominent sex shop, has chosen to promote Fifty Shades Freed in its windows for Valentine’s Day – and it has reported a boost in trade since the installation was created. Harmony is located on Oxford Street in London, which is believed to be Europe’s busiest shopping street, receiving around half a million visitors a day.

The left hand side of the window is covered by a vinyl of part of Lovehoney’s advertising campaign for the new Fifty Shades Freed Official Pleasure Collection. It invites fans of the book and film to ‘Let Your Fantasies Be Freed’ and includes pictures of products from the official pleasure collection created with author EL James. On the right hand side is a bold floral display of white and pink roses with elevated bell jars containing products from the collection.

Inside the store, there is a huge curved panel with further Fifty Shades Freed products pictured alongside pink roses and the headline ‘Explore your deepest desires, and let your fantasies by Freed’ and a further huge panel next to the stairs. The collection has its own section inside the store.

Harmony has reported an increase in footfall ahead of Valentine’s and the release of the Fifty Shades Freed movie on Friday (Feb 9th) since the launch of the display, which was designed by Lovehoney and spearheaded by Laura Wood, Lovehoney sales consultant. She said: “It was wonderful teaming up again with Jamie and the team at Harmony. Harmony is rightly renowned by everyone in the industry for its gorgeous window displays and collaborative approach. It is great to work with a retailer who really wants to maximise sales by promoting the products in such an eye-catching way.”

Jamie O’Sullivan, area retail manager of Harmony, said: “We are thrilled with the fantastic window display which has created a real buzz with the customers and the Harmony team and increased footfall. Fifty Shades fever is definitely back and it is great see fans responding so well to the third book in the trilogy. We’ve really enjoyed working with Lovehoney on such an exciting promotion. The support from Laura has been second to none and we are grateful to have such support from a brilliant team in helping us to drive sales.”

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