“A window is a brandâs voice to the world.” and other quotes on windows and clients in an in-depth interview with Stuart Henry, the founder of JUSTSo.
KL: When is a display ‘JUSTSo’? What is the story behind the name of the company?
SH: A project is âJust Soâ when we have completely delivered and exceeded our clients vision and expectations, on time and within budget. For us there are a few main areas of great importance; the creative elements, production, project management and the installation. When these elements come together flawlessly then our job is done! Having personally worked with the worldâs foremost luxury brands and VIP clients delivering anything less than a perfection will not do.
Whatever our clients want, it must be done âJust Soâ, perfectly arranged with great attention to the finest detail. We take our name seriously and this is the DNA of our business and at the heart of how we think and act. Our name is reassuringly simple. It tells you that what we do, we do without fail. Our name reminds us, and you, that whatever we undertake, we do so with a great sense of pride and understanding.Â Our name is a guarantee and stamp of the utmost quality.
KL: What is the structure of the team at JUSTSo?
SH: The core team at JUSTSO consists of six people. In addition to this, we work with the best designers, artists, craftsmen, chefs, technicians, florists, dressers and stylists which are hand chosen for each project to ensure we deliver the highest results possible.
KL: What is important in a client-company relationship?
SH: We build a solid lasting relationship with each and every client we work with. This is achieved by surpassing their expectations at all times and consistently delivering superior quality results. Most importantly, our clients have the reassurance in knowing that we wonât let them down. Whether it be a brief with very short delivery times or a national roll out campaign we treat each and every brief with the utmost importance, however big or small. We build an immense trust with each and every client and ensure they feel they are the most important person we deal with, because they are.
“Our aim with every client is to become an extension of their team and really get under the skin of every brief we receive; we totally immerse ourselves in their brand to ensure we completely understand their objectives and their vision.”
When working with the worldâs leading retailers and blue chip companies we take great care, touching their brand with a delicate hand and with much respect. It is through this approach that we ensure everything we deliver âJust Soâ for each and every client, on each and every brief.
KL: What makes a successful window?
SH: A successful window is one that clearly delivers a message directly to the customer. Whether this be communicating a brand campaign or promoting a new product launch it is all about engaging with the customer passing and giving them an insight into the values and personality behind the brand and the products it sells.
All retailers are looking for ways to stand out and speak to potential customers over their competitors. When this is successfully achieved the customer steps inside the store for more. Successful widow displays have a huge impact on sales and can strengthen the relationship between the customer and the retailer.
KL: How do you see the relati onship between props and the products in a window?
SH: The props used in a window should provide a platform to showcase the products being displayed.Â The props should be eye-catching to the customer but at the same time should not take away the focus from the actual product being displayed.
“Props are a great way to tell a story.”
SH: Many factors are considered when choosing what materials to produce a prop from â these factors include;
- Look and feel of the campaign and how the material reflects this
- Budget available â we would always look to source the most cost-effective materials in order to achieve the desired look
- Durability/longevity required from the prop
- Suitability of the material for Its purpose â i.e. is a certain prop feasible in a certain material
- Health & Safety