Liberty launches Christmas campaign in landmark 150th anniversary year

Liberty has unveiled a festive campaign under the title of ‘The Making of Christmas’ in this its 150th anniversary year, described as “an ode to the art of making and giving”.

Across the store, which first opened to the public in 1875 with its iconic Tudor façade, ‘The Making of Christmas’ brings to life the world of “Liberty’s magical elves” - master makers who spend the year crafting treasures for every wish list before setting sail back to the North Pole.

At the heart of the campaign, which has been created in-house by Liberty’s visual concept studio, sits the store’s famous central atrium, transformed with a spectacular ship, titled ‘1874: The Good Ship Liberty’.

Inspired by the historic Liberty weather vane, visible from Great Marlborough Street, the ship has been reimagined as a vessel for the elves as they rush to deliver gifts and joy before the big day.

The ship’s installation was a feat of engineering and imagination, as the atrium’s narrow, tall and heritage protected structure - visible from every floor of the store - required detailed design to balance visual impact with precision.

Built in four sections to fit through the store’s small historic doors, each piece was meticulously crafted to ensure it could be reassembled inside Liberty.

The entire structure was then installed and finished overnight, with just a few hours to join, raise and retouch the components before reopening to the public the following morning.

Liberty’s windows have also been reimagined as bustling elf workshops – “miniature worlds of artistry and movement”, with cogs turning and tools whirring as the elves bring to life an edit of gifts across fashion, beauty, interiors and craft.

Standout brands featured throughout the campaign windows include Mulberry, Loewe, Farm Rio, Violette_FR, Lisa Eldridge, Marla Aaron, Westman Atelier and Liberty’s own collections across sleepwear and homeware.

Sarah Coonan, Managing Director at Liberty, said: “Christmas at Liberty has always been about more than decorations and gifting - it’s about imagination and craft. The Making of Christmas celebrates the extraordinary creativity that happens behind the scenes, from our in-house design team to the artisans and brands we champion.

“As we close our 150th anniversary year, this campaign is a love letter to making - to the joy, the beauty and the enduring magic that defines Liberty. It’s a reminder that the most meaningful gifts are the ones made with care.”

To mark the festive season, the retailer is debuting a limited-edition Liberty Elf, available exclusively in-store. Each collectible is adorned in the Liberty Love fabric, designed as a keepsake celebrating the store’s legacy of play and artistry.

For the first time, Liberty will also unveil a dedicated Liberty Gift Shop - a curated showcase of its most coveted creations. The space will feature limited-edition 150th anniversary pieces, alongside the brand’s signature silk scarves and pyjamas, all designed in Liberty’s London studio next door to the store.

The launch follows “exceptional growth” in Liberty’s own-brand collections, with scarf sales doubling year-on-year as customers “increasingly seek timeless, beautifully crafted designs made to last”.