"Selfridges has launched its ‘storytelling’ Christmas displays that draw inspiration from fairytales including Sleeping Beauty and Hansel and Gretel.
The department store has decked out its iconic Oxford Street store with 25 fairytales.
Around 500 contractors and Selfridges team members worked on bringing the Christmas windows to life, with more than 32,000 hours spent on its display.
Selfridges has also installed a display on top of the canopy entrance to its Oxford Street store. Called ‘Destination Christmas’, the canopy installation features fairy tale symbols, such as the Golden Goose wearing a monocle and a top hat.
This installation weighs over two tons and features the biggest neon sign in London this Christmas, Selfridges said.
The storytelling theme also extends to inside the store. Visual merchandising continues the references to literary characters and words from a Selfridges-designed Christmas story seem to fall from the sky in its atrium area.
The Selfridges’ Christmas story is available to read in full and to listen to at Selfridges.com.
Performers from Story Stock are also present in store to bring some of the fairytales to life through interactive storytelling and shoppers can find characters like Alice, The Mad Hatter and Peter Pan roaming the store."
-Retail Week, Gemma Goldfingle
Every year people complain about Christmas decorations going up too early, and this display caused more controversy, as it went up in late October. Yet, according to this article from The Guardian, a third of shoppers claim to start their Christmas buying in September, and on September 3, "Christmas" was the most popular search item online.
Has Christmas really started getting earlier and earlier, or do we just forget how early it started the previous year? I read somewhere that Tim Burton got the inspiration for "Nightmare Before Christmas" from seeing Halloween decorations up on one side of a store aisle and Christmas on the other, and that film was completed in 1993.
Anyway, fairy tales are no stranger to Christmas advertising. Marketers love to emphasize the "magical" side of the holidays, and I love the connection as well (although I do personally wish we would hold off on Christmas for a little longer, even though I absolutely adore the Christmas season, people start to get tired of it before the big day even arrives. But stores wouldn't give us Holiday cheer unless people bought into it...)