Made by Thinkers – Made by Dreamers
As one of the winners of not just a shop’s annual window display competition, I created a concept that celebrates the brilliant independent makers behind the products on display. Made by Thinkers – Made by Dreamers invites viewers into the imaginative world of creatives—bold, curious, instinctive individuals who, like cats, leap into new ideas with fearless energy. In a time when artists face increasing uncertainty in an overly technical world, this display was my way of honouring the beauty of human-made creation—rooted in daydreams, tinkering, and untamed imagination.
After submitting three different concepts to the online pitch, the jury selected Made by Thinkers – Made by Dreamers for its timely message, delivered with a playful and commercially engaging touch. I was thrilled when they invited me to expand the display beyond the window—transforming the entire shop into an extension of the concept. Naturally, I decided to flood the store with cats: curious, mischievous, and full of creative energy, just like the makers they represent.
ABOUT THE PROCESS
Before pitching my ideas to not just a shop, I wanted to be sure they were not only visually exciting but also technically feasible. I had never worked with large cardboard cutouts before, so I spent time testing the material—learning how it behaves, how to make it stand upright, and how to safely hang elements from the ceiling. I chose cardboard because it’s one of the most environmentally friendly materials available: lightweight, recyclable, and perfectly in line with the sustainability focus in not just a shop’s creative brief.
I also opted to hand-paint each display piece. This approach was not only budget-friendly, but it also added an analogue charm that echoed the handmade, independent spirit behind the products. I wanted to create a vibrant, tactile installation that celebrated creativity, resourcefulness, and the joy of making.
Executing the large cat cutouts was a fun and playful process, as you can see in these photos. Each piece brought the concept to life in a bold and characterful way, adding energy and movement to the space. To soften the sharp edges and earthy texture of the cardboard, I was keen to include a curtain element in the display. I selected a lightweight chiffon fabric that allowed light to filter through, maintaining the airy feel of the shop while introducing a gentle contrast in texture. This simple addition helped balance the installation—making the space feel both imaginative and inviting.
Installation day was a joy—I loved seeing all the display elements come together and transform the space. It was important to me that the cats and other features looked just as good from inside the shop as they did from the street, so I carefully painted both sides of each cutout. To add a playful, pop-up book effect, I painted some elements—like the title and ancient columns—directly onto the shop window. Behind these painted shapes, I placed two plinths inside the store. From the outside, it created the illusion that the products were perched on top of the illustrated columns, blurring the line between 2D and 3D and inviting passersby into the world of the makers.
