Penguin Books - Lisa Ridzén Window Art Advertising Campaign UK
WeTheSeeds (Public Arts Placemaking UK) were commissioned by Penguin Random House UK to design and install one bespoke Window Art Advertising display in Scotland for Lisa Ridzén’s latest novel, When the Cranes Fly South.
Penguin Books x Lisa Ridzén
The process
Ahead of the release of When the Cranes Fly South, our team drew inspiration from Lisa Ridzén’s cover art to craft one distinctive hand-painted window art installation in Scotland. The piece was thoughtfully adapted to suit the scale and personality of the high street storefront, transforming the book’s themes into a striking visual experience.
Digital mock-ups showcasing the novel’s title and author were submitted to Penguin Random House UK before the installations went live. This window illustration display, not only highlights Lisa Ridzén’s newest work but also invite passersby to connect with literature, spark dialogue, and bring culturally engaging moments to the community.
Digital pre-install mockup below:
Growing the seeds
Once the digital window concept was approved by stakeholders, our team of qualified window artists hand-painted the design directly onto the bookseller’s shopfront. Using our signature layered painting process, we collaborated closely with the bookseller to ensure the finished window mural faithfully reflected the approved concept, capturing the depth, atmosphere, and striking imagery of Lisa Ridzén’s, When the Cranes Fly South.
This bespoke literary window installation was completed in time for the novel’s release at The Mainstreet Trading Company, (Scottish Borders TD6 0AT).
Transforming the shopfront into a visually bold, thought-provoking hand-painted window display, it drew attention to Lisa Ridzén’s work, engaged readers, and enriched the local community during the 9 hour installation process. This campaign celebrated the novel’s launch while highlighting the role of bookselling spaces as hubs of creativity and cultural connection.
Images of the final windows can be found below:
Collaborating with our bookseller partners, we amplified the impact of the window illustration installations through coordinated social media campaigns, helping further promote Lisa Ridzén’s - When the Cranes Fly South reach and engage audiences across the UK.
The window art is AMAZING! I also had emails from the booksellers to say how much they love the windows and how many lovely comments they’re getting on them as well. Great positive engagement and response from the community!
— Senior brand manager, Penguin Random House UK