The Media is the Message (Malcom McLuhan)
Light as an artwork for Burberry in Covent GradenBlooming everywhere, LED video screens pop up in almost every shop window.
From Paris to Milan and New York they belong to every memorable display.
Burberry leaped ahead at its cosmetics flagship store in Covent Garden. And it has not been surpassed since its inception in December 2013.
Indeed, the brand dared display its trade mark, the famous tartan, as a light sculpture. The screen's pitch is 3mm.
Its size makes it monumental from the first to the second floor in every window. And the light is tamed by videos, showing light effects but no adverts.
The inhouse studio of Burberry creates abstracts arts to fit the mood of the time.
Only a subliminal message is cast here and the feeling you get is much more lasting : of luxury and modernity.
Marshall McLuhan got it right : "The media is the message".