Mystical forests, legendary symbols and golden treasures will feature in Christmas displays at department store group Selfridges this year, as it celebrates the art of storytelling.
The flagship store on London’s Oxford Street will also shine a light on ‘unique products, exclusive gifts and limited editions with a captivating story to tell’. Gold will feature highly, not only among an exclusive selection of gifts created for Selfridges by small-scale suppliers and renowned brands from around the world, but also across the stores’ Christmas visual merchandising and decorations.
Golden products will include an Anya Hindmarch Crisp Packet in 18ct gold, ‘the world’s hottest bike’ by Lorenzo Martone available for the first time in the UK, and an Antonio Berardi evening gown. Storytelling-themed pieces include Sophia Webster’s ‘Fairy Wing’ Shoes, Maison Michel’s Bunny Ears, Snarkitecture x Beats By Dre Headphones showcased on a Sleeping Beauty-ready marble pillow, and a chocolate Snow White’s apple by Fairytale Gourmet.
Bespoke gifting will be a key focus, from engraving on perfume bottles, embroidering cashmere scarves and monogramming wooden toys, to personalising Christmas baubles and the real Santa Sack. New bespoke services will be available too, such as Artomatic: a low-fi way to get ‘instant’ portraits from a ‘photo’ booth.
The store will harness the power of storytelling with a showcase of interactive events and live acts. There will be a dedicated programme of live music events in store, while travelling circus StoryStock will bring storytelling in 3D to customers, and Santa will roam around the store with his elves in tow.
In the Oxford Street store, movies will take centre stage through a collaboration with boutique cinema chain Everyman, which will see a full service cinema open in Selfridges this autumn.