// Selfridges launches Christmas window displays despite lockdown
// It is part of the luxury department store’s Once Upon a Christmas campaign
// Selfridges wants to offer an “unmistakable in-store Christmas experience” when its stores are able to reopen
Selfridges has unveiled its latest Christmas window display despite being forced to shut the doors of its physical stores for the next four weeks of lockdown in England.
The luxury department store, which operates four sites in London, Birmingham and Manchester, has revealed its window display as part of the launch of its Once Upon a Christmas campaign, which it said will be “uplifting” amid the uncertain backdrop.
Selfridges said its campaign would launch physically at its world-famous Oxford Street flagship and digitally on its website and online platforms.
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Selfridges has said it was pushing forward with preparations to ensure it can offer an “unmistakable in-store Christmas experience” when its stores are able to reopen after lockdown and in line with government guidelines.
The retailer has temporarily closed all of its stores as part of the second lockdown, apart from its Oxford Street food hall.
It said Santa Claus and the Fairy Godmother were among recognisable figures in its window display.
The display also includes artists’ windows featuring bespoke Christmas trees by Anthony Burrill, Hanna Hansdotter and Helen Bullock.
Selfridges said the windows have been designed with more focus on sustainable and recycled materials, coming after it announced ambitious sustainability targets through its Project Earth commitments earlier this year.
The luxury retailer said it has expended its range of sustainable gifts and has also developed larger ranges of personalised gifts as part of its Christmas proposition.
It will also run virtual shopping appointments with its team of “Elfridges” experts to support online customers and will operate click-and-collect services at its stores in London, Manchester and Birmingham.
It comes after a tough period for city centre retailers, with stores in central London particularly impacted by lower footfall following the pandemic as travel restrictions weigh on tourist numbers.
with PA Wires