Liberty to celebrate new Wicked movie with magical Christmas makeover
Liberty is inviting shoppers to “Find Magic Within” this Christmas, partnering with Universal Pictures and its highly anticipated film, Wicked, which arrives in cinemas on 22 November.
Starting from 7 November, the British department store will commemorate the festive season with a celebration of Wicked’s epic tale of friendship, empowerment, and defiance.
The collaboration will feature a complete takeover of the store’s renowned windows and central atrium, crafted by the Liberty visual team in partnership with Universal Pictures.
The windows will showcase key cinematic elements through Art Deco and Art Nouveau influences, illustrating the film’s rich visual storytelling through Liberty’s creative lens.
As part of this, the evolving friendship between Elphaba and Glinda (played by Emmy, Grammy and Tony winning Cynthia Erivo and multi-platinum recording artist and global superstar Ariana Grande) will be reimagined in detail.
Their character arcs will be brought to life through delicate cherry blossoms, twisted wooden branches, and glimmering emeralds set against opalescent pink and green clouds.
The window displays will be complimented by a full-scale installation inside the department store, highlighting the artistry of the magical world of Oz and Liberty’s own heritage.
In line with the campaign, R.E.M. beauty by Ariana Grande will also make its Liberty debut with an exclusive pop-up, allowing visitors to explore Grande’s beauty brand.
Other launches include a wider edit of “Oz-inspired” creations and two new prints by Liberty Fabrics, inspired by the collaboration.
Sarah Coonan, Managing Director of Liberty, said: “We are thrilled to collaborate with Universal Pictures to bring the world of Wicked to life at Liberty this Christmas.
“Both Wicked and Liberty are steeped in rich storytelling, creativity, and a spirit of individuality, which makes this partnership a perfect fit. At Liberty, we have always championed the finest in art and design, and this collaboration allows us to showcase the magical synergy between Wicked’s enchanting world and our own heritage of bold, imaginative expression.
“We invite customers to ‘Find the Magic Within’ as they experience a holiday season filled with wonder, beauty, and discovery.”
