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November 21, 2014

Behind This Year’s Christmas Windows at Harrods

By Neharika Padala

If Father Christmas were to travel across a snow-laden Scandinavian Forest on Christmas Eve, there’s a good chance a few of his carefully crafted gifts may fall from the sleigh. (It is open-topped after all!)

This festive season Harrods has created this magical scene in an ornate and incredibly detailed window display that spans the length of the 180-year-old building, and some.

Set against an enchanted landscape of silver birch trees, ice-blue skies and snowdrifts, the ‘land of make believe’ was created by Alex Wells-Greco and a team of 30 staff members over the course of 12 months.

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“What we’ve done this year is pair up with an eclectic group of 11 brands, ranging from homeware to toys, to food to fashion, explains Greco-Wells, Head of Visual Merchandising & Display at Harrods. “Working with these brands we’ve interpreted oversized vintage toys.”

There are moving characters, including eight prancing reindeer, a vintage ballerina in a music box and toy soldiers wearing bowler hats with antlers.

The miniature scenes that accompany the larger windows have been brought to life in exquisite detail, and various displays have been scented to enhance the atmosphere.

British brands to collaborate on the display include Stella McCartney, Alexander McQueen and Matthew Williamson, while Italian luxury house Bottega Veneta was also involved.

This amalgam of vintage toys, envisioned by contemporary luxury designers and brought to life by talented craftspeople, is the perfect presentation for a retailer known for quality and tradition.

We think Mr. Claus would approve.

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