SELFRIDGES CHRISTMAS OF DREAMS PRESENTS: A DREAM GETAWAY IN THE CORNER SHOP

6th December 2021. Inspired by Selfridges’ dream destinations – from sunshine to Alpine – the Oxford Street Corner Shop will host an array of partners and products direct from Los Angeles and St Moritz throughout December, welcoming visitors to A Dream Getaway.

From the unforgettable glamour of West Hollywood’s Sunset Tower Hotel, to the luxurious comfort of a Swiss ski chalet, Selfridges will look at festive traditions of gifting and celebration through the distinctive hallmarks of L.A.’s unmistakeable cityscape and the archetypal ski resort, St Moritz.

Sunset Tower merchandise, including pyjamas, robes, baubles and even a hipflask, will be available outside of the landmark hotel for first the first time, and a special Sunset Tower collaborative collection by Emily Oberg’s Sporty & Rich label will launch exclusively as part of the project.

Selfridges has invited St Moritz concept store Super Mountain Market (SMM) to bring a new perspective on Alpine life, focussed on sustainability and craftsmanship, and with it, a selection of the founders’ favourite brands – including colourful knitwear by Italian label Leorosa, and Reir’s signature biodegradable tree bark fleeces, made in Austria.

The Corner Shop will present local icons, cult and insider finds, alongside festive pick-up products – from the best natural Californian wine to gingerbread houses; as well as pre-loved and new fashion & accessories to be worn from the Hollywood Hills to the St Moritz slopes – all curated by Selfridges for A Dream Getaway. 

“We developed the concept for A Dream Getaway in the Corner Shop when travel still felt like a faraway dream. So, we wanted to bring the unique magic and culture of two of our favourite international destinations to Selfridges, for unusual gifts – found by us in places to dream of – to discover and enjoy this Christmas.” says Sebastian Manes, Selfridges Executive Buying Director.

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Notes to Editors:

Los Angeles – curated by Selfridges

Merch by favourite LA Matcha specialist, Cha Cha Matcha

Merch by local Fairfax Italian joint, Jon & Vinny’s

Paul Smith exclusive blazer, in signature Melrose Avenue pink

LA gift shop – pick up merch and gifting products including mini Oscars and Lakers caps

A selection of Slim Aarons prints

St Moritz – curated by Selfridges

Exclusive gifts from Tom Ford Soleil Neige

New, Pre-loved & vintage ski-wear from brands including Prada, Fusalp and The Vintage Trap

The best selection of mulled wines, stollen, fondue-sets, board games and blankets for Chalet-inspired nights in

Relax at the intimate 4-seater Champagne Bar

About St. Moritz

St. Moritz is a resort where glamour, lifestyle, sports and untamed nature blend to form an exclusive cocktail. International events and culinary delights are the norm here, and the town has an unrivalled concentration of premium-class restaurants. St. Moritz also sets the standard for accommodation, with no fewer than six luxury hotels. As the cradle of winter tourism, St. Moritz has demonstrated its pioneering spirit through the ages. The alpine town is a stage for artists and trendsetters and home to an impressive number of international galleries. St. Moritz boasts Europe’s highest luxury shopping street – a paradise for shoppers and in a class of its own. And there is no shortage of culture to enjoy as St. Moritz has numerous museums, libraries and places of interest to visit. The cosmopolitan Alpine village can be reached by road, rail or air.

Christmas of Dreams

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.

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