Made by Thinkers – Made by Dreamers
Our latest commissioned window display, by Niki Usagi, once again celebrates the brilliant independent makers behind the
products at not just a shop.
They’re a lot like cats, really – bold, curious, full of instinct, and always ready to pounce on a new idea. Step into their natural
habitat and you’ll find a mix of daydreams, tinkering, and wild imagination, all of which lead to unique creations and one-of-a-kind concepts.
We catch up with Niki and find out more about her inspiration, artistic process and the high and lows encountered whilst creating her whimsical cat themed display.
What prompted you to apply for the window display competition?
When I read the brief for the competition, I thought, this is definitely something new and exciting—and I love a good challenge. I genuinely enjoy competitions and project-based work because they keep me hyper-focused. Otherwise, I’m very capable of jumping from one idea to the next.
What was the application process like when applying for this opportunity?
In the first round, we had to submit our portfolio along with a couple of selected works that demonstrated experience working at a large scale. From there, the jury selected four artists to move on to the next stage, where we were asked to prepare a pitch with three ideas and present them in an online meeting. That’s how they chose the winner—or in our case, two winners—and the final window display idea.
Niki’s original window pitch (above), and adding the finishing hand painted touches to the final display (right).
What was the inspiration behind the window display design?
The world is going through another period of transition with all these new technological developments, and I think it’s quite a threatening time for artists and creatives. The rise of artificial intelligence and the dominance of big corporations seem to suggest that human creators are replaceable. I strongly disagree with that.
I wanted to celebrate the brilliant, independent makers behind not just a shop, who tirelessly work to make our world more colourful, joyful, and unique through their creations. It’s a tough theme to represent in a window display, so I aimed to keep it playful and uplifting—that’s how the cats came into the picture. I love cats and their nature: bold, curious, and full of instinct—just like artists. I felt they were the perfect messengers for my concept: Made By Thinkers, Made By Dreamers.
What was your process for designing the window display?
Although I’d painted murals in shop windows before, I’d never worked with 3D elements on a large scale—so that was the main direction I received from the jury after the first round. I knew cardboard would be a very different medium, so I did a lot of research on materials and construction techniques to make sure the display would be durable.
I went on a little field trip around London, checking out shop windows—both from big department stores and small independent shops—to gather inspiration for the structure. I made a few smaller cutouts to get a feel for the cardboard and to figure out which tools worked best. The experiment was a success and gave me the confidence to promise more with my pitch.
I also visited not just a shop and spent some time soaking up the atmosphere—because to me, it was really important that the window felt in harmony with its surroundings. After all, the window is the public-facing extension of the shop floor. Only after all this did I sit down and design my three ideas.
How would you describe your artistic style?
I’d say my style is heavily influenced by mid-century Eastern European illustrations and cartoons. I was born in Budapest, Hungary, in the ’80s—a really interesting transitional time. On one hand, I was surrounded by a rich artistic and cultural legacy from the mid-century: bold shapes, limited colour palettes, striking but whimsical visuals. Then, after the fall of socialism in the ’90s, we suddenly had cable TV and all the Western influences pouring in—Disney, Cartoon Network, Nickelodeon. I loved all of it, but I stayed deeply attached to the originals I grew up with, which were so different.
I think being shaped by these two very different worlds at such a formative time has made my style—and my personality—quite eclectic.
How was your overall experience, and did you have a favourite part of the project?
I had such a fun time! From start to finish, it was an absolute delight. I especially loved creating the large, human-sized cats. My studio is also our living room, and for a few weeks, it looked completely bonkers—in the best possible way.
I felt so supported by the whole not just a shop team, and the competition jury, Natalie, Oliver, and Arantxa—who is an amazing Retail Design and Visual Merchandising Consultant. Their trust in me and my process truly gave me wings. I soaked up confidence on so many levels, and I feel like it will stay with me for a long time. I’m ready to take on similar projects—and more!
What did you find most challenging?
Definitely working with large pieces of cardboard. It has a mind of its own! You really have to focus on structure above all else if you want things to stand up properly. But honestly, mistakes are good—you learn so much from them.
This might be like asking, “Which is your favourite child,” but do you have a cat you love the most?
Although I love them all, it’s true—I have a special soft spot for the little pink kitty with the wings, up in the top right corner. I accidentally dropped them and broke their tail, but they’re still so peaceful and happy. Very forgiving!
Niki Usagi (she/her) is a Budapest-born visual artist based in London. Her creative journey spans diverse mediums, from painting, drawing, and ceramics to animation, printmaking, textiles and even tattooing.
In her personal work, she’s passionate about exploring themes of gender equality and mental health through experimental storytelling and narrative techniques. She holds a BA in Film Theory and Cinema History and graduated with an MA in Illustration from UAL’s Camberwell College of Arts in 2024.