Christmas windows (II): London
In the second installment of our Christmas window wrap up we move to London to enjoy the exquisite designs of Harrods, Fortnum & Mason, Selfridges, Harvey Nichols and Nine Elms Advent Calendar.
The importance of a unique and original design shouldn’t be underestimated. This year the English “masters” of window display design and VM have exceeded expectations. Check out the integration of tech elements such as AR or QR codes which help to increase shopper engagement.
Witness a Spectacle
Located on Brompton Road, Harrods has developed a visual spectacular with the theme of “Witness a Spectacle.” Through this captivating idea, the iconic department store seeks to enhance the message that Christmas is “a time to celebrate”, symbolized through luxurious and festive banquet tables.
At the heart of the design are the QR codes placed in each window. The codes activate filters and AR animations as well as connect users with Harrod’s website. It’s tech done right!
Fortnum & Mason
Fortnum & Mason is committed to a more traditional style aligned with its brand essence. The iconic department store is inspired by the concept of “Dream Worlds”. The windows are explosions of fantasy colours with unusual elements such as cauliflower, a teapot, and even some blackbirds. All combined with a more traditional Christmas VM.
The creative concept uses four different settings: “Wicker Wonderland”, “Festing Land”, “Champagne Land” and “Confectionary Land”. In each “world” small animals become the central characters. Which is your favourite?
Christmas of Dreams
The department store, Selfridges, bringing the extraordinary to life in its “Christmas of Dreams”. The design combines diverse creative references, from Busby Berkeley in the Golden Age of the 1930s in Hollywood to musical classics of technicolor films of the 1950s. It’s a display of enchanted dreams. Selfridges has also introduced a digital campaign starring the acclaimed actress and singer, Jane Horrocks, and drag artist, Juno Birch.
Joy and Happiness
Bright and beautiful is what defines this year’s Christmas windows at Harvey Nichols. It’s all about joy and happiness. Each façade in the display is made up of modern stained-glass panels, bright lights, and hand-painted ornaments. The colours transform to become the centre of attention with each Christmas window showcases a colour and an emotion.
“With a truly festive style, our 2021 Christmas windows are designed to spread holiday cheer through invigorating colours to evoke excitement, joy, and happiness. We wanted to create something that would make customers smile, “says Harvey Nichols.
Nine Elms Advent Calendar
Peace on earth
From December 1 to January 5, everyone in London has the wonderful opportunity to enjoy the 24 artistic creations of the Nine Elms Advent Calendar, a life-size Advent calendar.
They inaugurate their highly anticipated third edition under the slogan “Peace on earth”. The works are exhibited in the windows of cafes, bars, clinics, schools and churches, among others. Presented by Nine Elms Arts Ministry and supported by Wandsworth Council, they have all been created by local artists.