Selfridges unveil very theatrical festive display in Oxford Street window

• The luxury department store’s display is themed Showtime and took 100 hours
• Read More: Boots unveils its heartwarming Christmas advert 

Selfridges has unveiled their theatrical Christmas window display in Oxford Street, on Friday.

The luxury department store’s window is themed Showtime and took more than 100 hours to install.

It features 11 festive characters including Santa Claus as a stage director, a Christmas tree diva and a stand-up comedy snowman. 

Installed by a team of 50 people, it uses 2,000 baubles, 500m of fabric and 150 fabric bows.

The costumes for the installation were handmade by costume designer Max Allen and a team of product designers and embroiderers.

Selfridges has unveiled their theatrical Christmas window display in Oxford Street, on Friday

One window showcases a gold decorated mannequin which dons a satin red festive gown and gold headpiece

 ‘The Show’, part of this year’s Christmas window display at Selfridges

Angels and wise men are all part of the display

Giant baubles are part of the display inside the store

Anthropomorphic presents also appear in the window

While final adjustments were being made to a diorama of elves today by the design team people stopped to admire the window.

One window showcases a gold decorated mannequin which dons a satin red festive gown and gold headpiece. 

Another scene looked like Santa’s workshop with a plethora of wooden toys and nutcracker dolls on display. 

While another display called Candy Cane Man showcased huge candy cane’s and baubles.   

As part of its festive celebrations, the retailer is also set to launch a cabaret experience from 29 November in partnership with the Kit Kat Club theatre company.

Visitors can enjoy Champagne cocktails and cuvées from Moët & Chandon, the show’s Official Champagne Partner, as they watch the immersive show.

It comes after the historic retailer reported a surge in revenues and narrowed losses in its previous financial year, according to accounts filed in October.

Selfridges Retail, which trades as Selfridges & Co across its four large department stores and online business, recorded a 29 percent increase in revenue to £843.7 million for the year to January 28, compared with the previous year.

The costumes for the installation were handmade by costume designer Max Allen and a team of product designers and embroiderers

The luxury department store’s display is themed Showtime and took over 100 hours to install

While another display called Candy Cane Man showcased huge candy cane’s and baubles

 The business, which was founded in 1909, had been impacted significantly by the pandemic and travel restrictions in the previous year.

In the latest accounts, Selfridges said it saw some continued impact from the pandemic, including the spread of the Omicron Covid-19 variant and restrictions for Chinese travellers.

It also highlighted that it saw ‘some supply chain disruption continuing into the year’, which it said was also impacted by Brexit-related rules.

Improved trading over the year was ‘driven by strong footfall and sales’ through the company’s physical stores, particularly Oxford Street in London and Exchange Square in Manchester.

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