Mulberry - the fashion and luxury goods company - has developed an extensive Scrabble themed visual merchandising programme to create a backdrop for its summer 2009 season offering.
Taking inspiration from an image in Romance, a book by leading fashion photographer Chris Craymer, which features 'I Love You' spelled out in Scrabble tiles, Mulberry's creative team used over 30,000 real Scrabble tiles, combined with over-sized tiles for impactful window and in-store displays in its UK outlets.
The theme is continued throughout each store and will remain in place for two months.
"We are delighted with the look that the Mulberry team have created," said Wendy Hill, Mattel Boys marketing manager. "These two iconic brands complement each other fantastically.
"The giant tiles in the windows look incredibly strong and are certain to draw a lot of interest."
The concept is also due to be rolled out internationally over the coming weeks.