We’re back with our final instalment of Christmas Windows 2023. This time we visit one of the oldest powerhouses of retail, London. 

During the Christmas period, the city’s stores showcase their global prestige in the world of visual merchandising. This year, London presents different styles of visual merchandising, combining lights and decorations that capture the consumer’s attention, surprising and delighting them. At Kendu, we bring you some of London’s best Christmas retail displays. 

Let’s get started! 



Selfridges created a universe of art and communication, blending it beautifully with Christmas. “Showtime” presents different scenes such as Santa Claus as a stage director, a diva acting as a Christmas tree and even a snowman as a comedian. The dramatic theatre curtains of one of the window displays also opens and closes automatically and is accompanied by a neon applause sign. 

Collage of Selfridges shop windows
“Showtime” turns Selfridges windows into a show.

These special Christmas windows were made possible by a unique collaboration: the characters were created by artist Max Allen, the hands were painted by Matilda Greenwood, and the hairstyles were crafted by Sam McKnight. 

Collage of Selfridges shop windows
Neon lights, red curtains and spotlights take centre stage at Selfridges.


Where Christmas Comes Alive

Christmas comes to life at the Piccadilly retailer. Fortnum & Mason’s windows are the stage where the store’s products celebrate Christmas. A sleigh pulled by woven baskets, champagne bottles and glasses that climb stairs, gift boxes having a party in an elevator and more. The retailer embraces a comic book style this year showcasing vibrant colours and Christmas decorations. 

Collage of Fortnum & Mason shop windows
Fortnum & Mason products have come to life this Christmas.

Sallie Smith, Head of Visual Presentation at Fortnum & Mason says, “customers come from far and wide to see our Christmas displays each year, and I am really proud of our 2023 design, which is full and colour and energy”. 

Collage of Fortnum & Mason shop windows
The Piccadilly shop has become a tourist attraction during the Christmas season in London.


Festive fairground

Is there anything more exciting than Christmas? Yes, Christmas at a theme park. The luxury retailer has taken this concept to the next level with their mannequins wearing Christmas baubles as heads while riding a carousel. Thousands of LED lights are programmed to create different visual effects, creating a Christmas wonderland. 

Collage of Harvey Nichols shop windows
Harvey Nichols’ window displays aim to represent the fun of fairs and their lights.

Continuing with its fair theme, Harvey Nichol’s is hosting different fairground games at its stores including the classic hook-a-duck, ring toss, or claw machine. 

Collage of Harvey Nichols shop windows
More than 4,000 prizes are up for grabs in the games organised by the retailer.


New Bond Street

The watch brand has launched a top-level window display so it really reaches the clouds! The New Bond Street store has become one of the city’s favourites. On its facade, a red-hot air balloon is dragging an upside-down house across the sky. To enhance the feeling of height, the facade is also decorated with clouds. In addition, there are dozens of lights outlining the windows and walls of the building. The New Bond Street has become a benchmark for retail window displays this Christmas. 

Image of the Cartier shop window
Cartier has used the same theme in its flagship shops, including New York, Osaka and Seoul (Luke Raggett).


New Bond Street

The luxury brand stands on the same street as Cartier. This year, the facade of their store is decorated with the most famous elements of the brand: a necklace with a four-leaf clover, a rose, a bow, and, of course, the intertwined “C” logo. 

Image of the Chanel shop window
New Bond Street has become London’s leading Christmas window dressing street.


New Bond Street

Gucci has covered its store facade with several figures featuring its iconic Horsebit. The pieces, in black and white, are interlocked to create a background featuring the letters of Gucci. 

Image of the Gucci shop window
Gucci has shared the white and silver aesthetic in its most important boutiques around the globe.

Discover more Christmas window displays in our NYC special


In Kendu we are experts at designing consumer-oriented retail spaces that add high value for retail stores.

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