Reserved keeps waste to a minimum: redesigned shop windows in key locations
Reserved, LPP Group’s fashion brand, is launching an innovative solution in shop window production. The display decorations for 2025 contain an impressive 65% of recycled materials, 100% of which come from the 2023 seasonal decorations from Poland. The REuse, REduce, REcycle project will be implemented in 20 key locations at home and abroad.
Even with the rapid growth of online sales, brick-and-mortar shops remain vital to the customer shopping experience. Shoppers not only value the opportunity to see and try on clothes, they are increasingly mindful of how collections are presented. Shop windows serve not only as decorative elements, but also as an important tool for brand image building and customer engagement. Their power lies in creativity: an eye-catching display grabs attention and intrigues customers, ultimately prompting them to step inside. Window display design exists at the intersection of fashion and art, where the key challenge is to strike the right balance between originality and brand aesthetics.
Reserved is introducing an innovative solution in this field, as the brand’s new shop windows combine attractive design with environmental care. The brand, owned by a Gdańsk-based company, has analysed previously used materials and possibilities for their reuse.
– As a brand committed to the circular economy, we continuously monitor the market for emerging opportunities. We strive to integrate technology with environmental care. The growing scale of advanced production techniques in interior design is becoming increasingly apparent. You can see it, for example, at trade fairs in Milan or Düsseldorf – says Dagmara Gałecka, Art Director Window & Interior Display at Reserved.
The brand is implementing the “REuse, REduce, REcycle” project in cooperation with Migaloo Home. The project exemplifies a comprehensive approach to sustainability, not only in fashion, but also in the use of resources by Reserved. It encompasses a total of 20 locations across Poland and Europe, including all shop windows in key locations, all of which are designed specially for each season. The redesigned shop windows will be presented at home: in Warsaw, Wrocław, Łódź, Kraków, Gdańsk, Poznań and Katowice, as well as abroad: in the UK, Germany, the Czech Republic, Estonia, Serbia, Lithuania, Latvia, Ukraine and Hungary. The displays will be in place from March 2025 through to the winter.
– The initiative was first put into life in Reserved’s shop in Milan. This took place in 2023, with an artistic installation resembling an ice cube. It was made from over 350 kg of chewing gum packaging from a defective batch. Each piece had a dent, making it unsuitable for any further production process. Our technology allowed us to transform those ice cube elements into plates resembling fire or water. Less-waste upcycling initiatives are crucial in the fast-growing retail fashion industry – says Monika Błaszkowska from Migaloo Home.
This time, our display windows are built entirely from elements used in previous installations. All display elements used in 2023 in our shops in Poland have been recycled. We started the process by analysing the waste to determine its further usability. For example, we have made use of vinyl wallpaper, once used as screens and display coverings, along with platform boards. This kind of upcycling has transformed waste into artistic works, ensuring that the materials used in the previous shop windows remain 100% circular. This is the first project in Poland to see a major brand create shop windows in this way.
– The whole process of creating these new shop windows has involved close collaboration across multiple departments: from Logistics and Environmental Analysis to Design and Production. While this has been a significant challenge, we have managed to transform it into a great project that goes beyond decoration and brand image building to have a direct bearing on our environmental impact – adds Gałecka.
Sustainable development and the circular economy play an important role in Reserved’s strategy. The brand’s previous initiatives in the area of the circular economy include its participation in LPP’s “Wear Your Story” campaign. The campaign came in response to a clear need for consumer education and dialogue. It was designed to raise environmental awareness and responsibility among customers, inspiring them to change their everyday habits and approach to fashion. It promoted the responsible use of clothing, advocating upcycling and encouraging customers to repair their clothes to extend their lifespan. The results of the “Wear Your Story” campaign have revealed a growing openness and engagement among consumers towards educational initiatives of this kind.
Created in collaboration with Miagloo Home, this project serves as another example of Reserved’s efforts to reduce waste in the retail industry. Central to this process is the efficient management and repurposing of resources, with tangible environmental benefits. In its pursuit of a more sustainable future for fashion, the LPP-owned brand has been actively involving its customers in circular economy initiatives, demonstrating that even small changes can have a meaningful impact on the whole industry.
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LPP is a Polish family company, one of the most rapidly growing in the fashion industry in the Central European region. It has been very successful in designing and selling its collections and accessories in Poland and abroad for the past 30 years. LPP manages 5 fashion brands: Reserved, Cropp, House, Mohito, and Sinsay, with the product ranges now available for sale in shops and online in 41 markets worldwide. The company has more than 2500 shops, with a total area in excess of 2 million m2, distributing products to 3 continents every year. LPP also has an important role in creating jobs for nearly 43,000 people in offices and sales structures in Poland, Europe, Asia, and Africa. The company is listed on the Warsaw Stock Exchange in the WIG20 index and belongs to the prestigious MSCI Poland Index.