A Decade of High-Impact Design at London Fashion Week

A Decade of High-Impact Design at London Fashion Week.

1 / 3

2 / 3

3 / 3

❮ ❯

The brief.

The Graphical Tree, a long-standing specialist in graphics and signage, has worked across London Fashion Week for nearly a decade. Held at The Store Studios on the Strand, the event demands high-impact visual elements that can transform large, whitewashed spaces into immersive, photo-ready environments.

Working in close partnership with creative production agency Blonstein, The Graphical tree needed materials that could act as the star of the show—creating statement backdrops, enhancing wayfinding, and supporting designer branding, while remaining flexible enough to change season after season.

The solution.

Dichroic film, supplied by Dorotape, became a consistent and defining feature of the London Fashion Week installations. Supplied in various forms over the years, the material was used to create striking backdrops through cut lettering, custom shapes, and full dichroic wall and glass applications. Its colour-shifting properties delivered the visual impact required for key feature walls, reception areas, and designer spaces. Many of which became popular photo backdrops for guests and attendees.

A standout application was seen during Autumn 2017, where premium dichroic vinyls were specified, including the transparent ASLAN SE70 Nebula dichroic film on glass and ASLAN SE71 Aurora dichroic opaque film on walls, producing dramatic, light-reactive effects. Alongside this, hundreds of cut vinyl elements were produced each season for designer names, directories, and wayfinding, ensuring consistency across all signage.

Thanks to Blonstein’s detailed briefings, our material suggestions, production methods, and installation schedules were carefully planned in advance, allowing seamless installation and efficient changeovers—particularly when the venue transitioned from London Fashion Week to London Fashion Week Festival.

The repeated use of dichroic material has helped shape the evolving visual identity of London Fashion Week, delivering bold, memorable environments that captivate guests year after year. The combination of premium materials, precise execution, and long-term collaboration has ensured maximum impact while supporting the fast-paced demands of one of the fashion calendar’s most important events.

Testimonial.

“The support and service have always been second to none. Dorotape have always been very reactive, especially with the time constraints our clients put on us.”
Jules Cumming, The Graphical Tree

How can we help you?

Feeling inspired? If you have a project in mind that could benefit from our expert advice, just contact us or drop us an email. We're always happy to help.