As the very first project of 2026, Edinas Paper created an emotionally rich and playful window installation for Fortnum & Mason, celebrating the Valentine’s season through storytelling, craftsmanship, and illustration-led design. At the heart of the concept lies Fortnum’s custom-made Valentine’s packaging illustrations. Rather than treating the packaging as a supporting element, these illustrations became the main narrative driver of the windows. The floral motifs, colour palette, and graphic language were translated into three-dimensional paper worlds, transforming the storefront into a magical universe of love.
The windows are populated by charming animal characters — pandas, jaguars, and sloths — brought to life through layered paper textures and intricate detailing. Their gentle interactions and playful compositions express different emotions of love: tenderness, joy, curiosity, and connection. Each scene invites passers-by into a whimsical, affectionate world that feels both light-hearted and immersive.
The flowers surrounding the animals are directly inspired by the Valentine’s packaging illustrations, creating a strong visual continuity between product design and spatial experience. A vibrant pink background frames the scenes, enhancing the playful colours while providing a bold yet warm stage for the storytelling to unfold. This project marks an important milestone for Edinas Paper as our first collaboration with Fortnum & Mason in 2026. We would like to express our sincere thanks to the wonderful team led by Sallie Smith for their trust and creative partnership, and to Mojo Creative for the flawless installation that brought our beloved paper animals to life in the windows.
The Fortnum & Mason Valentine’s Window 2026 project demonstrates how packaging design can evolve into a fully immersive, three-dimensional experience — where paper becomes a medium for emotion, narrative, and craftsmanship.
