Whole Foods Market has removed the window scheme that accompanied the launch of its Kensington store in June and replaced it with a series of displays to support the food retailer through its first autumn season.

Created by London-based Elemental Design, the new window scheme features a domestic interior, according to the consultancy’s creative director Christine Birckman. Kensington remains the only branch of Whole Foods that has window displays.

“They have [Whole Foods Market] become a bit more comfortable with the idea of windows,” said Birckman. “So we’ve been a bit more daring this time and gone for the idea of a night in with Whole Foods.”

She said that one of the difficulties facing a food retailer with a very large window frontage is how to create a display that will endure for more than a fewdays. “We have lots of restrictions with the product. Obviously, we can’t show an abundance of fresh food and we’re not allowed to show fake product – the authorities are not keen on that. So everything is stylised in a tongue-in-cheek, kitsch sort of way. It’s a more fun set of windows,” she said.

Birckman added that Whole Foods Market receives sponsorship from its suppliers for some of the products that appear in its windows.

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