Saturday, 3 April 2010

Tods, London

At the Piccadilly end of Bond St. is the latest scheme presented by Tods. This is a store that I don't normally include in on this site as shoes and handbags are simply presented as shoes and handbags rather than within a witty narrative context. However, this scheme uses these enormous camera 'like' structures with images by the iconic photographer Elliot Erwitt - "described as the master of indecisive moments" moving slowly from one iconic black and white image to the next, only with Tods shoes. Clever stuff, hey? Anyway, if you happen to be a fan of Elliot Erwitts photographs (and I certainly am) then this is worth a look if only for that. Alternatively, if you are not familiar with Erwitt, once you do an Internet search you will realise how many of his images you have seen before - most likely on greetings cards. His images are cleverly thought through great fun and if I were the head of visual at Tods (although of course I'm not) I think I would have asked Erwitt to create the whole scheme in which to present his images, maybe a missed opportunity?

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