Harrods is unique. There is literally only one Harrods. So we commissioned equally unique images of the iconic 100 year old store and signed them simply ‘Harrods 1/1’. (It is obviously a simple parody of the more usual print run of, say, 1/250).

These unique, one off prints are then turned into 50 one off posters that run through 2016 culminating in an auction in store at the end of the year where the public bid for the prints and the artists keep 100% of the proceeds. And Harrods keep their iconic status as 1/1 in the upmarket department store world.

Harrods is unique. There is literally only one Harrods. So we commissioned equally unique images of the iconic 100 year old store and signed them simply ‘Harrods 1/1’.

These unique, one off prints are then turned into 50 one off posters that run through 2016 culminating in an auction in store at the end of the year where the public bid for the prints and the artists keep 100% of the proceeds. And Harrods keep their iconic status as 1/1 in the upmarket department store world.

Throughout 2016 individual illustrators and artists are being commissioned to produce a unique interpretation of the Harrods store. Then Harrods produce just one single print of the illustration. The Harrods 1 of 1. The 1/1 concept thereby establishing Harrods unique status as a single store upmarket outlet.

The images are displayed as unique, one off posters, then they are auctioned.

The campaign is still very new, launching as it has in April this year and scheduled to run throughout 2016 and into 2017 with each new execution getting it’s one off moment. But initial net sentiment and footfall indications are very positive.