Princess Alice Hospice in Surrey, UK is supported by charity shops selling a diverse range of pre-loved items. This project reframes these objects as carriers of stories, positioning the store as a destination for meaningful, rare finds.

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The Epsom shop window was underutilized and cluttered, lacking narrative and visual hierarchy. The retail identity also failed to communicate the emotional value of the objects.

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The project includes a modular window display system and a narrative-driven video campaign. The display introduces a curated, flexible visual language that accommodates frequent stock turnover without appearing chaotic.

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The video campaign extends this strategy digitally bringing objects to life through storytelling to evoke nostalgia, build emotional connection, and strengthen the brand’s visibility. Together, they create a cohesive storytelling approach enhancing in-store clarity while building emotional connection and visibility online.

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