Liberty has launched its Christmas advertising campaign, The Making of Christmas, rounding off the department store’s 150th anniversary year with a celebration of “creativity, craftsmanship and imagination.”
Designed in-house, the campaign draws inspiration from the “chaotic yet joyful workspace” of Christmas elves, bringing a playful twist to the heritage brand’s festive display.
The store’s famous central atrium has been transformed into a festive ship, inspired by Liberty’s iconic weather vane visible from Great Marlborough Street.
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Liberty’s shop windows have also been reimagined as elf workshops, showcasing gifts across fashion, beauty, and interiors, with some of the featured brands including Mulberry, Loewe, Farm Rio, and Liberty’s own label.
For the first time, the luxury retailer has also opened a dedicated seasonal Liberty gift shop, offering an expanded range of festive products.
“Christmas at Liberty has always been about more than decorations and gifting – it’s about imagination and craft,” Liberty managing director Sarah Coonan said.
“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.”
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