Christmas In The Capital _
From a stand-up snowman to the world's largest necklace
Two festive toasties, thousands of steps and one hot chocolate for the train home…
At the start of this week, our Marketing team took to the streets of London to carry out a retail safari, a much-loved annual trip in our festive calendar. There was joy on every corner, with each retail activation offering a unique experience and moments for visitors to celebrate this year’s festivities and another year of exciting retail.
Jo Malone
The luxury perfumers, Jo Malone, have unveiled their latest retail activation at London’s Battersea Power Station. The charming gingerbread house themed pop-up, adorned with larger-than-life sweet treats, is to celebrate the launch of this year’s suitably named seasonal scents, including Ginger Biscuit, Glowing Embers, and Orange Bitters. With meticulous attention to detail from the exterior to point of sale design, the limited-edition celebration even extends to the nearby ‘Glide Ice Rink’ and marks the second that year Jo Malone have sponsored the iconic landmark of Battersea Power Station.
Inside half of the whimsical house, shoppers can indulge in fragrance masterclasses while exploring Jo Malone’s collection which features an array of fragrances, candles, and skincare products. Within the other side of the ‘icing frosted’ walls, visitors are welcomed to experience the world of sugar, spice, and all things nice through a series of interactive digital activations, allowing customers to take a slice of Jo Malone home with them.
After enjoying the gingerbread house, customers are encouraged to wander inside the Grade 2 listed building to enjoy candy cane-wrapped testers of the festive aromas in their nearby store. Open until January 8th, this pop-up is the perfect way to celebrate this festive period.
Hermes
Hermes are known for their spectacular windows and this year’s Christmas display did not disappoint. The series of windows decorating their Bond Street store captures a serene snow scene featuring a googly-eyed snow monster. The friendly character, framed with a sunset inspired backdrop, invites passers-by to search for the luxury goods within the wintery landscape. Experimenting with scale and texture Hermes have created a playful concept that juxtaposes the high-end brand.
Beyond the window display, Hermes has designed a winter garden that features a cosy seating area and photo booth, within their modern retail store design, for visitors to capture their own scene with the 2023 festive character. This space is designed purely for visitors to simply enjoy time with friends or family, with no hidden agenda or push for sales, but is a great example where brands can use beautiful retail design to create a memorable moment.
Selfridges
It’s showtime! Well, it certainly is for Selfridges, and this Christmas they’re inviting customers to join in with the theatrical extravaganza in the hopes of creating the most spectacular Christmas in Selfridges history. The windows lining Oxford Street capture the glamour of the stage with a healthy sprinkling of classic British humour.
The eclectic windows, which took 100 hours to install, spotlight ten Christmas characters, including Santa as ‘Stage Director’ a Christmas Tree Diva, and a Stand-Up comedy snowman, accompanied by exaggerated imagery, props and decorative set pieces.
Within the store, the show goes on with a line-up of DJ’s, singers and live performances across the festive period ensuring the atmosphere is electric and unforgettable. Selfridges really is setting the stage for creativity this year.
Final Thoughts
With other stand-out visual merchandising window displays from Louis Vuitton, Dior, Rolex and Chanel, it’s safe to say the luxury brands are living up to their status and it’s evident that these brands see value in investing in showstopping moments for their clients. Year on year, we are amazed with the level of craftsmanship, creativity and charm that line the streets of London but this year, with think theatrical windows have really had their moment. These concepts, with all the bells and whistles, have gathered crowds from across the world, setting the scene, and the bar, for retail in 2024!
