It’s December and the Christmas countdown has begun. Mariah Carey is being played on every radio station, real Christmas trees have appeared where you do your weekly food shop and city centres have transformed into festive destinations, with retail stores delivering show stopping window displays.
In a world dominated by swiping past a succession of online advertising, these immersive festive windows are a nostalgic tradition that now sparks joy and wonder across many generations. Whether that is a trip with the family to see the latest window display or tourists capturing London’s iconic stores as the sun sets.
This year, London's Christmas windows are delivering Instagram-worthy displays, capturing the hearts of shoppers and creating memories that linger. Every shared post or story gives brands an opportunity to connect with audiences globally, extending the impact and creating a buzz.
Selfridges
Selfridges was the first store to decorate their windows. In 1935, they displayed a traditional Christmas tree, themed windows and had lights that spanned the length of the store. Now, Selfridges displays are a yearly highlight and this year they embrace the maximalist approach of “more the merrier” with vibrant displays encompassing 15,000 LED lights, 36,000 baubles and 5km of garland. Each window takes inspiration from festive grottos and has been turned into ‘a cave of wonder’, with some featuring giant disco balls and mythical creatures. There are even live performances every day with The Confetti spectacle in the Atrium featuring Santa, lively dancing crackers and the King’s voices choir.
Liberty London
This year, Liberty London has enchanted their viewers with a Christmas window collaboration inspired by the release of Wicked. The predominantly pink and green displays combine Liberty’s fabrics with dramatic, handcrafted Wicked’s sets and costumes, inviting viewers into the magical world of Oz and the relationship between Elphaba and Glinda. This beloved story draws on the themes of friendship, empowerment and defiance, connecting Liberty’s heritage to modern storytelling.
The magical collaboration even extends beyond the window, with Liberty launching a limited-edition Wicked collection with Ariana Grande’s make-up brand, allowing shoppers to take home a piece of this extraordinary story. Liberty’s display has become a holiday destination, with the world-famous Liberty Christmas shop a must visit, to take home a dazzling decoration as a memento.
Harvey Nichols
Harvey Nichols’ 2024 spooky, festive window displays are inspired by the whacky work of Tim Burton, with a fantasy forest and specially commissioned crystal and metal trees. One window even features five sculptures from the director’s private collection. The characters from The Melancholy Death of Oyster Boy & Other Stories add a playful and dramatic display, introducing a layer of imagination that pays homage to Burton’s dramatic and darkly enchanting world.
If gazing upon this unconventional whimsical Christmas fantasyland has you craving more of Burton’s universe, head to the Design Museum for its ‘World Of Tim Burton’ exhibition, this year’s partner showcase.
Harrods
With 2024 marking 175 years of Harrods, their Yuletide makeover features a winter wonderland theme in collaboration with Italian cashmere connoisseurs Loro Piana and its ‘Workshop of Wonders’. The Brompton Road façade dazzles, telling the story of fibre as it transforms into cloth and ends up forming a 17metre Christmas tree adorned with ornaments and luxurious fabric. Elsewhere, each window tells the tale of materials, communities and landscapes involved in the Loro Piana journey, topped off with a magical light display. Inside the store you will find two pop-ups and thought-provoking animations, statements of the brands commitment to luxury and the ‘Cashmere Christmas’ theme.
A captivating display remains a powerful force in the world of retail and while Christmas may be the pinnacle, brands are seeing the power and potential of seasonal displays for every occasion and major event ensuring stores remain destinations for creativity, celebration, and engagement all year long.
If you want to ensure you remain the go to destination for your clients, get in touch with the team at Bright Collie.