Links of London – Royal Ascot

A Royal Ascot-themed window campaign for Links of London, across its Kings Road flagship and 20 further stores worldwide.

The Client Challenge

As Official Licensee of Royal Ascot, Links of London needed its annual Ascot-week windows to carry the same grandeur across its Kings Road flagship and 20 stores in the UK, Hong Kong, China, Japan and Canada, timed to the racing calendar.

Edge Retail’s Integrated Solution

We hand-made geometric silk panels in orange and green, paired with digitally printed black-and-white horse photography, and suspended each on invisible cord with handcrafted bridle-leather fixings so the panels appeared to float. Gold “Links of London Royal Ascot” lettering and a crown icon carried the official-licensee status through every window, alongside the Ascot x Links jewellery collection itself — a horseshoe bangle, necklace, earrings and ring referencing the course’s Winners’ Enclosure, with farrier-nail ends set in white sapphires.

Impact and Results

The client told us directly: “We are really happy, panels look exquisite,” and later, as the campaign wound down: “Campaign ends soon; we visited the store this morning, it all still looks fabulous.” Twenty-one stores across five countries carried an identical, floating silk installation for the full length of Royal Ascot week.