Globally the Wimbledon Tennis championships attract millions of viewers but for the wealthy village suburb of South West London, which hosts the event, it is also a time of the year when its high street is at its busiest.
To make the most of this extraordinary two-week festival, three years ago local retailers and restaurateurs decided to host a window decorating competition themed around the tennis.
The level of competition is getting so high that its ambition outmatches what’s on display on the grass courts of the All England Lawn Tennis Club nearby. Prizes for the event include two center court tickets, so there is a lot at stake.
For 2017’s displays 63 businesses entered the event and 10 judges scored the windows on the quality of their theme, the creativity of the display and the way they have made the idea relevant to the business. The display at the Wimbledon Village Osteopath office, for example, includes a skeleton attempting a daring dive volley.
Many displays move outside the window onto the streets such as the one at the local restaurant the Fire Stables and Brew, which used a tennis net to separate its indoor and outdoor eating areas– outside tables vases were made from topped tennis balls.
In all the competition is a fun way to get the local area involved in a global event that just happens to take place on its doorstep.