{"id":162368,"date":"2019-10-17T12:40:42","date_gmt":"2019-10-17T12:40:42","guid":{"rendered":"https:\/\/www.theindustry.fashion\/selfridges-unveils-its-christmas-windows-2\/"},"modified":"2019-10-17T12:40:42","modified_gmt":"2019-10-17T12:40:42","slug":"selfridges-unveils-its-christmas-windows-2","status":"publish","type":"post","link":"https:\/\/www.theindustry.fashion\/selfridges-unveils-its-christmas-windows-2\/","title":{"rendered":"Selfridges unveils its Christmas windows"},"content":{"rendered":"

Selfridges has unveiled its Christmas windows as the festive sales season arrives in force on the high street.<\/strong><\/p>\n

<\/p>\n

The department store, which opened its Christmas shop in July,<\/strong> claims to be the first in the world to reveal its street-facing festive decorations.<\/p>\n

This year\u2019s theme across the retailer\u2019s London, Birmingham and Manchester stores is Future Fantasy, A Christmas For Modern Times.<\/strong><\/p>\n

The centrepiece in the flagship Oxford Street store is a 42ft 8in (13m) high mirrored Christmas tree<\/strong> weighing 1.5 tonnes which hangs from the atrium and is illuminated by a daily light show.<\/p>\n

Customers in Birmingham can pose for photos inside an 11ft 6in (3.5m) wide snow globe<\/strong> which blows recyclable white and silver confetti around.<\/p>\n

In the London store alone, a team has spent more than 500 hours producing the scheme<\/strong> over the past year, while more than 100 people have worked non-stop rotating shifts over the past 10 days to prepare the windows.<\/p>\n

The Oxford Street store\u2019s biggest triple-sided window at the corner of Orchard Street features a \u201cmagical shipwrecked feast among the waves\u201d<\/strong> along the lines of The Owl And The Pussycat, complete with a giant moon and moving boat and oars.<\/p>\n

Other windows feature scenes using Rapunzel, Cinderella, the Princess And The Pea, Jack And The Beanstalk and Goldilocks And The Three Bears as inspiration.<\/p>\n

Selfridges employee Morag Hickmott, who was involved in the creation of the windows, said: \u201cChristmas is our biggest event of the year. It\u2019s bigger than anything else we do, especially in the windows. We start planning over a year in advance<\/strong>.\u201d<\/p>\n

\"Selfridges\"<\/p>\n

Customers said they were happy to see the Christmas displays, more than two months ahead of the big day.<\/p>\n

Nicola Leonard, 50, from Walthamstow, said: \u201cI love Christmas so I don\u2019t mind.<\/p>\n

\u201cIt depends on who you are. I enjoy Christmas so I\u2019ve gone to John Lewis Christmas (shop) already<\/strong> and I plan to go to this one.\u201d<\/p>\n

Cornelius Bright, 72, who lives in Westminster, said: \u201cIt\u2019s a little bit early<\/strong> but kids and the people who like shopping, I think they like it.\u201d<\/p>\n

Jari Latvanen, 55, from Helsinki, Finland, said: \u201cI think mid October, beginning of November it\u2019s fine but I wouldn\u2019t want to hear \u2018Jingle Bells\u2019 at this time yet.<\/strong><\/p>\n

\u201cI think it\u2019s still business as usual but people start planning and looking forward to Christmas, and if you\u2019re travelling this is a great opportunity to buy Christmas presents.\u201d<\/p>\n

The Christmas focus for the retailer comes as it posted another year of record sales.<\/strong><\/p>\n

The company shrugged off the malaise weighing on the high street to increase sales by 6% to \u00a31.85 billion for the year to February 2019.<\/p>\n

However, it also saw operating profits slip to \u00a3170 million, from \u00a3175 million the previous year, as it increased investment across its portfolio.<\/p>\n","protected":false},"excerpt":{"rendered":"

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