How retailers’ window displays are attracting Christmas shoppers


We take off a look at retailers’ flagship stores in London, to see how festive-themed shop windows are being employed to entice millions of seasonal shoppers in the capital.

Fortnum & Mason, by Otherway

This year’s Christmas window unfurls, are based on the theme of “Together We’re Merrier”, and have been devised as a expose on divisive events from 2016, including the US election and Brexit.

The windows rtici te stories of traditional arch-enemies but with happy outcomes, such as The Bull and The China, The Hack and The Turkey, The Wolf and The Sheep, and The Boy and the Brussel Sprouts.

Continuing the theme into the count on itself, the Atrium sees a giant sun and moon meeting in an embrace.

Selfridges, in-house

© Matt Writtle
© Matt Writtle

Selfridge’s 12 windows on Oxford Circle reveal 12 different Santa-themed Christmas rty scenes this year.

Adopting the gist of “Shine On”, the displays range from a sequin suit-clad Santa enjoying a drink with a giant Arctic polar bear, or soaking up the après-ski heavens at Val-d’Isère.

Materials used for the displays include glittered acrylics, iridescent snow, gold unconvincing and stel sheepskins, while almost 100 disco balls are on grandeur in total.

Harvey Nichols, in-house

The de rtment store is celebrating all proceedings “Britalia” with its windows this Christmas, according to creative and hawking director, Shadi Halliwell.

“There could be no better time to rejoice in Italy. All aspects of Italian culture are experiencing a renaissance and our recent sales details show that Italian products are the gifting items our customers oust to,” she says.

“We’re delighted to be celebrating “Britalia” and ex nding our Italian fashion, nourishment, drink and beauty collections to provide our customers with the most chic edit of luxurious gifts.”

The windows feature white mannequins encircled by an Italian-style Christmas feast.

Liberty, in-house

While recent years acquire seen the Liberty windows generally take on a more conceptual all-inclusive vision, this year its creative team has opted to go for “music, dance and stage production”, says head of visual identity, Liz Silvester.

Working with the Baroness Ballet, the de rtment store’s windows each take on a key scene and put into the limelight characters from its annual festive feature: The Nutracker.

Schuh, by Yell

Taking its cue from Christmas traditions developed during the 19th century, Schuh’s geantries are inspired by a Hans Christian Anderson style fairytale.

The windows of the flagship reservoir on Oxford Street feature a conveyor belt of falling snowflakes and ranked wooden Christmas trees, which rotate to display different artefacts.

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