JUST Christmas (London, 2011)

Every year stores and high streets compete to outdo rivals' Christmas themes; implementing imagination, integrating trends and evoking elegance. The London Christmas decorations and visual merchandising creations produce an attraction, enticing the public to engage in 'the season of giving'.

Harrods

Harrods' Moroccan windows (as seen in my photographs below)  reflect the warmth of colour and opulent pattern of the department in store; continuing the evocative feel of Africa and contrasting strongly against the ice white Christmas theme.

Harrods' Morocco Window

A second Morocco window from Harrods

The mannequins, displayed in Harrods' Christmas windows this year, are positioned within a white forest and appear to have been styled in the image of Tilda Swinton's 'The White Witch' in Narnia. The hair resembles wild dreadlocks, some loose, some pinned up, which are juxtaposed with the elegant, glamorous evening gowns and accessories, composing the story of A Crystal Christmas.

Harrods' A Crystal Christmas, inspired by Swarovski

Harrods' A Crystal Christmas, inspired by Swarovski

Harrods' A Crystal Christmas, inspired by Swarovski

Harrods' A Crystal Christmas, inspired by Swarovski

Harrods' A Crystal Christmas, inspired by Swarovski

Harrods' A Crystal Christmas, inspired by Swarovski

Harrods' A Crystal Christmas, inspired by Swarovski

A Shadow Box Window in Harrods creates a focus for smaller items

Gap's car prop in Oxford Street, 10/12/11

Gap's car prop in Oxford Street, 10/12/11

Selfridge's windows, similar to the Harrods story, position mannequins within a white forest setting and use trees as propping. However, as well as trees, the department store utilises a multitude of homeware goods, children's toys and larger installation pieces, including a mechanical robot with rotating head and mannequin draped across its arms and a conceptual window by Marc Quinn.

Selfridges' homewares window

Selfridges' Agent Provocateur window

Close up of vinyl on Selfridges' Agent Provocateur window

Marc Quinn's conceptual window features a giant white orchid, typical of his work, surrounded by a circle of fans blowing faux snow around a sealed box, creating a snow-globe effect, which appropriates his art to the current season. Within the store, Selfridges has incorporated a Concept Store on G which displays t-shirts, silk scarves, limited edition artworks, jewellery and much more.

Marc Quinn window installation in Selfridges'

Selfridges window

Selfridges window

Selfridges window

Selfridges window

Selfridges window

Selfridges window

Browns focus window

Browns focus window

Links London, park set-up with a film of snow falling on the background screen

Links London

Links London QR code vinyl

GAP Christmas window

H&M Christmas window

Jack Wills Christmas window

Jack Wills Christmas window

From exploring the Christmas windows in central London, a recurring theme of wintry forest and white wilderness becomes apparent, conveying an image of fairytale inspiration- think Brothers Grimm, Hansel and Gretel, Little Red Riding Hood, Snow White and Sleeping Beauty.

Hansel and Gretel, Anton Pieck (1895 – 1987)




Little Red Riding Hood, Walter Crane (1845–1915)

Snow White, Carl Offterdinger (1829 -1889)



Sleeping Beauty, Edmund Dulac (1882-1953)



The enjoyment that consumers gain from exploring the store windows, developed each year to provide surprise and intrigue, is something that online retailers are unable to replicate, forming a USP for 'brick and mortar' stores and, for the time-being, helping to overcome the imposing takeover of Internet shopping - see The Portas Review ('An independent review into the future of our high streets', Dec 2011) for Mary Portas' recommendations for keeping the high street alive.

MERRY CHRISTMAS