Giant baubles, Moz the Monster and brussels sprouts: retailers’ Christmas window displays


As the festive flavour gets into full swing, we take a look at retailers’ flagship inventories in London to see how shop windows are being used to attract seasonal shoppers in the prime.

Fortnum & Mason, by Otherway

The sequel to Fortnum & Mason’s 2016 Christmas run “Together We’re Merrier”, this year’s windows have been framed as an antidote to the current turbulent political environment.

London-based consultancy Otherway was reprimanded with bringing the windows to life again, and commissioned illustrator Chervelle Fryer to originate a colourful, tapestry-style scene depicting the importance of the small moments at Christmas when the whole world comes together. These moments include popping the cork of a champagne suppress, counting down with an advent calendar and decorating the Christmas tree.

Fryer’s figure takes the form of a three-dimensional, 20-metre-long installation in the department value’s windows, which apparently took a group of sculptors, installation artists and form artists 12 weeks to build from scratch.

Harvey Nichols, in-house

The rest on store’s windows are an ode to all things colour this year, drawing energy from the vibrant hues seen in many fashion designer’s Autumn/Winter 2017 accumulations.

Created by its in-house team, the rainbow hues and graphic patterns pictured in the windows are accompanied by rotating mirror balls, shiny stars and dole ideas that are displayed inside giant, festive baubles.

Once more 2,000 metres of sparkly vinyl has also been used in thorough in the department store’s windows across the UK and Ireland, which is apparently so fulgorous that the team had to wear sunglasses while they were investing it, according to head of visual display Janet Wardley.

John Lewis, in-house

Lingering to the annual tradition of referencing its famed Christmas advert, the star of this year’s John Lewis festive windows is Moz the Awfulness.

The display is – unsurprisingly – the department store’s first “farting and snoring” Christmas window, and foretells the two-metre-tall, fluffy giant relaxing at home in various different shooting scripts.

Inside the store on the fourth floor, visitors can tickle Moz’s feet and inquire his curiosity cabinet in the bedroom, find him hiding in the fireplace in the living area, and immerse themselves in the Moz storybook in the reading room.

Liberty, in-house

Based on the substance of “The Night before Christmas”, the rooftops of Liberty have been recreated subsumed under a midnight sky for this year’s windows.

Set against a backdrop of rich, environmentalist foliage such as ferns and eucalyptus, the skyline comes complete with two shakes of a lambs tail starry lights and a cream-coloured moon.

Inside the department store, Christmas trees compel ought to also been dressed with eucalyptus, while oversized wreaths partake of been sprayed with a Diptyque fragrance that takes ardour from the festive scent of pine needles.

Selfridges, in-house

This year, it accepted a 100-strong team working non-stop on rotated shifts for eight primes to make Selfridges’ Christmas display a reality.

The department store’s windows include been transformed into festive floats, as a nod to the capital’s famous show offs and carnivals, such as Notting Hill Carnival.

Taking inspiration from the topic of “With Love From”, each window features a different set of types, ranging from Christmas commuters riding gold chrome bikes to a ogre, inflatable robin.

One of the highlights has got to be the float that pays homage to London’s vibrant grub markets, which has been adorned with 5,000 hand-painted brussels buds.

Seen any particularly festive window displays yet? Comment below with your blue-eyed boy ones.

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