Penguin Books - Rachel Joyce Window Art Advertising Launch Campaign UK
WeTheSeeds (Public Arts Placemaking UK) were commissioned by Penguin Random House UK to design and install three bespoke Window Art Advertising displays across the United Kingdom for Rachel Joyce’s latest novel, The Homemade God.
Penguin Books x Rachel Joyce
The process
In the lead-up to the book’s launch, our team worked with the cover artwork of The Homemade God to craft two unique window installations across the UK. Each design element was reinterpreted and adapted to complement the scale and character of each of the prominent high street shopfronts, creating bold visual interpretations of the book’s themes. Featuring the title and author’s name, the completed digital concepts were shared with Penguin Random House UK before installation - They helped with the visualisation of the final windows before installation begins! These types of window illustration projects not only draw attention to Rachel Joyce’s latest work but also inspire engagement with literature, spark conversation, and bring meaningful cultural moments to local communities.
Digital pre-install mockups below:
Growing the seeds
Once the digital window concepts were approved, our team of window artists travelled across the UK to hand-paint each design directly onto booksellers’ shopfronts. Using a careful, layered painting process, we collaborated with each bookseller to ensure the finished window murals remained faithful to their approved mockup designs, capturing the depth, atmosphere, and striking imagery of The Homemade God.
The two bespoke UK literary Window Art Advertising installations were completed in time for the novel’s release, merging public arts place-making with innovative book launch marketing. Featured at renowned high street locations including Mr B’s Emporium (Bath, BA1 2JL), Sevenoaks Bookshop (Sevenoaks, TN13 1XJ), & Booka (Bridgnorth, WV16 4DX), these hand-painted window displays drew attention to Rachel Joyce’s new release, engaged readers, and enriched the cultural fabric of the booksellers’ local communities. By transforming shopfronts into visually bold, thought-provoking window displays, the campaign not only celebrated the launch of The Homemade God but also elevated the role of bookselling spaces as hubs of creativity and human connection.
Images of the final windows can be found below:
Working alongside our bookseller partners, we extended the reach of the window installations through coordinated social media activity, ensuring Rachel Joyce’s The Homemade God was celebrated and discovered by audiences nationwide!
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