With less than 60 days to Christmas Day, Selfridges unveils its Christmas of Dreams theme through iconic window displays and a new campaign. Christmas of Dreams launches across Selfridges stores in London, Birmingham and Manchester, and on selfridges.com, with a digital campaign starring actress Jane Horrocks.
Christmas of Dreams invites visitors to make their dream Christmas come true with Selfridges – from finding perfect gifts for loved ones, to imaginative solution-driven services, dazzling entertainment and over 4,000 experiences to be enjoyed together, both in store and digitally.
This year, Selfridges’ Christmas theme presents a slightly surreal, enchanted dream world. It blends creative references, from Busby Berkeley 1930’s golden age Hollywood, classic 1950’s technicolour film musicals and a new imaginary cast of characters who are brought to life not only in the windows but also in stores, and through Selfridges’ new digital campaign starring much loved British actress and singer, Jane Horrocks, and drag artist and sculptor Juno Birch.
The Christmas of Dreams digital campaign can be seen from today on Selfridges.com, @theofficialselfridges, and youtube.com/selfridges. Within a uniquely Selfridges world, Jane Horrocks plays the host of an off-kilter festive variety show for the digital age, where game-show nostalgia meets a disco aesthetic on a surreal set full of sparkles and populated by dreamy characters.
“We are ready to bring magical moments to our customers, however they wish to celebrate this year, with our Christmas of Dreams. Fuelled by imagination Selfridges is here to make Christmas shopping and gift finding special and fun, and this year, a little surreal. We know our customers have been dreaming of being together, so we are looking forward to hosting friends and families at Selfridges to celebrate even more extraordinary experiences this festive season.” Says Andrew Keith, Selfridges Managing Director.
Visit the Selfridges Christmas hub at: www.selfridges.com/Christmas
Notes to Editors:
Christmas of Dreams – theme and windows
Selfridges’ ‘Christmas of Dreams’ theme translate the feeling of a Christmas amplified, with a theatrical, nostalgic and dreamy twist. The tone is big, sparkly, all round joyful and electric fun. The theme brings together iconography of golden age Hollywood, film musicals and theatre combined with the very best of contemporary culture for a camp and dramatic celebration.
The window displays bring the theme to life – across all 29 windows of the London store and the stores windows in Birmingham and Manchester – through a burst of deep-pigmented colours, sparkle and surreal set design. The creative execution makes use of techniques such as trompe-l’oeil, cut-outs, layering, scalloped frames, and drapes with a contemporary Selfridges twist. Some windows will also feature movement from some elements of the sets and music.
Each window tells a story of dream-like glittering party scenes presented through apertures as if observed secretly like unexpected moments of magic.
- Several London windows feature one-off catwalk pieces and specially commissioned creations from designers such as Simone Rocha and 16Arlington
- On Orchard Street in London, three windows, long dedicated to presenting new work by emerging artists, will feature a new commission in by London-based set designer Paulina Piipponen. Interpreting the ‘Christmas of Dreams’ theme, Piipponen combines texture, colours and tactile elements to craft captivating scenes that each tell a unique, enchanting story through three tableaux: A Candlelit Chorus; The Twinkling Tree, The Enchanted Forest
- Directed by Jocelyn Antequil
- Photography by Elizaveta Porodina
- Cast features: Jane Horrocks as The Host; Juno Birch as The Beauty Correspondent; Ehiz Ufuah as The Talking Christmas Tree; Amber Rose Witcomb as The Swan; Fallon Havanna as The Sea Creature; Yara Revlon as The Cowboy; Arrish Wol as The Curve WW Model
The Christmas of Dreams creative campaign can be seen on Selfridges.com and Selfridges’ own social media channels, and through a paid digital campaign across Instagram, Facebook, TikTok, Snapchat and Youtube.
Christmas of Dreams – Experiences, Services & Entertainment
In stores, Selfridges offers perfect-gift-finding services through its Gifting Concierge, whilst the Selfridges digital shop at selfridges.com and Selfridges App offer curated Christmas edits and unique gifts, virtual services that allow customers to shop from Selfridges’ stores via video call, inspiration and ideas for the festive season. An Experience Concierge, available in London and launching in Birmingham and Manchester for the first time, will help customers to discover the gift of unique-to-Selfridges experience packages.
Selfridges Christmas Market on the Mews will open its doors on Friday 5th November, bringing the Selfridges spirit to the unique W1 location behind the Oxford Street store with a curation of gifting, dining and entertainment for families. Some of London’s best food and drink traders will line the Mews alongside gifting stalls, fairground rides and a giant twinkling Christmas tree and visitors will have the opportunity to meet Santa and friends. Complimentary tickets available: https://www.selfridges.com/GB/en/features/info/stores/events/christmas-market-on-the-mews/
Working in partnership with food market pioneer and founder of Street Feast, Dominic Cools-Lartigue alongside chef and restaurateur Andrew Clarke from Brunswick House and The Tramshed Project and award-winning and globally famous bartender Rich Woods, Selfridges introduces The Great Feast at Old Selfridges Hotel, a multi-sensory immersive food festival. From Thursday 11th November to Saturday 18th December, The Great Feast will host four imaginative experiences for guests, transporting them to a wonderful joyous world of outstanding food, drinks and music, with an incredible line up of the UK’s most talented chefs, restaurateurs and artists.
Tickets available: https://www.greatfeast.com/
Selfridges will have over 4,000 experiences for customers this Christmas in store and online. There’ll be Santa and a host of characters, festive DJ sets, a singing choir of angels, workshops with Mrs Claus and a light show in Exchange Square. Wherever you look: unexpected surprises, some much-needed festive cheer delivered with that unique Selfridges spirit.