Out & about – Richard’s pick of the best London Christmas windows
It’s that time of year again and we’ve been out and about immersing ourselves in all things Christmas. This year's presentation of Christmas windows don’t disappoint with the market leaders Selfridges setting the standard.
As the internet and social media become ever more important in communicating with customers we’ve also looked at what retailers are doing to offer a fully omi- channel consumer experience and how they are creating events to draw customers into stores.
There are also a couple of themes running across the window executions including…
Sound + Movement
Many big brands have created totally immersive experiences by introducing moving image, sound and complex mechanics.
Gold became this seasons key colour story.
This year’s Selfridges theme is inspired by Santa’s disco alpine adventures. Selfridges commissioned a handmade bespoke sequin Santa suit for every window and of the windows five have an accompanying party soundtrack. The music is played via a special speaker that uses the glass to convey sound.
Selfridges also featured a video showing the making of their window to reveal the skill, complexity and resource required to create retails most important window.
The party continues in store with giant disco balls and host of events including Breakfast with Santa and drag queen pantos.
Burberry have created a stunning but simple window scheme inspired by honeycomb paper directions. The enlarged decorations are used to create interesting and dynamic compositions. Some elements were motorised allowing mannequins to sit atop and move slowly round.
Burberry have also partnered with Harrods to create a window that tells the story of two children and an enchanted country house, and includes 44 bespoke mannequins alongside 90 animal figurines.
In-store Harrods will host craftsmanship and personalisation demonstrations with the Burberry artisans and get the chance to uncover the craft behind their iconic trench coat.
Gold & Silver
Everyone got the memo about gold then. Phew!
Magic & mayhem from Jo Malone with their Merry Mischief campaign. We love this harlequin inspired theme.
Simple & effective
We love the new Coach store & their non traditional Christmas campaign.