London calling: Festive design inspiration
Exploring London’s festive design, see what three campaigns inspired us in this short but sweet blog.
Beyond the Lights
Discovering the capital’s most inspired festive experiences.
Christmas in London is a spectacular affair, a tapestry woven from historic tradition and cutting-edge creativity. But beyond the famous Oxford Street lights, ice rinks and window displays, a discerning eye can spot retail installations that elevate the festive season into an art form.
This blog delves into three standout experiences this year, from the quiet sophistication of a sportswear giant’s holiday refresh to the theatrical nostalgia of a luxury fashion house, and the high-flying fantasy of a revered department store.
NEW BALANCE OXFORD STREET CHRISTMAS REFRESH
We were honoured to help bring the holiday spirit to life at the New Balance Flagship Store on Oxford Street! What makes this installation unique is its confident embrace of minimalism, a refreshing contrast to the capital’s typical holiday maximalism. The festive store refresh, realised in collaboration with the New Balance team, proves that festive flair doesn’t require overt spectacle. The design is subtly immersive, featuring bespoke fireplaces that create a warm, inviting focal point without dominating the retail space. Knitted stockings and garlands introduce traditional textures, adding a comforting, handcrafted feel while decorative panels integrate seamlessly with the store’s modern aesthetic. This approach is sophisticated and considered; it complements the brand’s sleek identity rather than competing with it. This subtle yet stylish transformation sets a precedent for how brands can celebrate the holidays in a way that is both festive and authentically on-brand. It is a quiet moment of holiday magic amidst the Oxford Street bustle.
[Image Credit: TDM Space]
RALPH LAUREN'S AMERICAN DREAM
The Ralph Lauren Holiday Experience at Sloane Square is giving ‘a slice of Central Park’, expertly pitching a snowy, perfect American fantasy in the heart of traditional Chelsea. It’s an immersive, six-week takeover that distils the essence of a storybook Christmas, the kind seen a thousand times on screen, a blend of Love Actually‘s warmth and the polish of a New England estate. Picture a crackling open fire, mantelpieces festooned with saddle-leather-detailed stockings, and a massive tree twinkling with candy canes and perfectly wrapped gifts. The aesthetic speaks of old money and ‘stealth-wealth,’ wrapped neatly in a tartan bow, showcasing a magnificent harmony of reds, golds, and heritage décor. This mountain-inspired barn invites participation, not just observation, with activities like wreath-making and artisan cookie decorating, all while a percentage of proceeds benefits The Royal Marsden Cancer Charity. It’s a beautifully curated, aspirational haven that masterfully resonates with a universal yearning for connection and good-time holiday nostalgia.
Liberty's flying Galleon
At Liberty London, the festive celebration is an ambitious, high-flying narrative built around their 150th anniversary. This year’s theme, “The Making of Christmas,” celebrates the store’s heritage of artisan craftsmanship and mischievous wonder. The exterior windows offer captivating glimpses into the elves’ workshops, chaotic but charming spaces where every gift is meticulously created, from glittering jewellery to bespoke fragrances. However, the true showstopper is the Central Atrium’s majestic installation: a handcrafted, levitating vessel named The Good Ship Liberty. Inspired by the store’s iconic golden galleon weathervane, this ‘crazy Christmas craft’ sails through the heart of the store, crewed by a whimsical team of elves created by Plunge Creations. This technical feat, involving carefully engineered pieces and overnight installation, transforms the vaulted space into a breathtaking grand finale. The entire spectacle is a powerful ode to the joy of making and giving, transforming the store into a vibrant, imaginative world where the line between retail and theatrical spectacle disappears entirely.
Whether you prefer New Balance’s minimalist elegance, Ralph Lauren’s slice of Central Park, or Liberty’s flying fantasy.
London offers a unique experience around every corner this season, and we love experiencing how the festive spirit is harnessed ever year.
Let’s carry on the conversation…
