Lydia Whitmore photographed Fortnum & Mason's latest campaign, announcing the opening of a Fortnum's store in St Pancras station, London – its first new outlet in the U.K. in more than 300 years. "I didn't want the images to seem traditional or stuffy; instead, it's slick without feeling too overdone," said Whitmore. "I had a huge surface sprayed up with the shop's key color and added a little pool of light around the objects."



Her still lifes of crumpets, biscuits, and other British fare splash across billboards in the Victorian terminus and covered the Evening Standard's Friday edition. "For that, I made a train of tea tins with a piece of cake at the front," she noted. The cheeky tagline takes aim at Paris – the destination of most Eurostar passengers: "Now arriving at St Pancras. France may come as a bit of a disappointment."