SHOPPERS in the West End of London may not spare a thought for who creates the glamorous window displays.

But if they did, they might be surprised to discover a small firm from Kingston Bagpuize is behind eye-catching looks from luxury retailers such as LK Bennett, Juicy Couture and Fenwick’s.

One of Deckle Edge’s most recent jobs was for top make-up artist Charlotte Tilbury’s new window display for her own shops in Covent Garden and Westfield plus a spot in Fenwick’s.

This followed weeks making 3D shapes, such as spheres and hexagons, for the campaign.

Works director Paul Edwards said: “It took weeks to create and one incredibly long shift to install.

“We started at noon and worked pretty much through until 6pm the following day, because it had to be right.”

Another high-profile job before Christmas was for sportswear designer Michael Kors’ Regent Street store.

To show off a range of smart watches, the Deckle Edge team created a 3D display for shop windows and made 700 ‘fake’ Christmas gift boxes, covered in glitter and tied with ribbon, which were shipped to Europe, Saudi Arabia and South America.

Mr Edwards explained: “For projects like these we use a mixture of 3D designs, graphic print, lighting, motion-triggers, digital and big screens.”

Another job was producing signs for women’s fashion store LK Bennett.

Although Deckle Edge was launched in October, its sister company City & County Graphics was started 25 years ago by Malcolm Dunderdale when he began supplying printed car stickers to F1 teams..

City & County has since moved into the housing market, supplying Berkeley, Redrow, Linden, Cala and David Wilson with banners, scaffold wraps and hoardings.

With a turnover of £3.4m, City & County and Deckle Edge employ 30 graphic artists, sign makers and printers.

Mr Edwards pointed out: “We have always done well in the new housing sector but are looking to diversify.”

Deckle Edge also has motorsport clients including F1, BTCC, International and British GT and makes race-car graphics, garage boards and LED number boards.

It recently invested in equipment which can print t 3.2 metre-wide fabric banners and fix plastic hems.

Mr Edwards explained: “Motorsport teams transport equipment all over the world, so printing on lightweight tensioned fabric means shipping costs are massively cheaper.”

He added: “When Malcolm started he was supplying F1 teams and now Deckle Edge is diversifying into other areas including motorsport, so we’ve come full circle.”