Wool is used in this particular display for the Oxford Street John Lewis, suspending a large circular piece below containing 2 city-scape stitchings. The many different strands of wool work together to hold the heavy object below and contrast to the usual wire support seen in shops (as seen above the reels). The choice of material also links to the department stores furniture section; drawing the eye down to the level below, there is more for customers to see downstairs.
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