In Pictures: Selfridges sends season’s greetings with Christmas makeover

Selfridges has made it its mission to transport passersby “from reality into the festive season” with its ‘More the Merrier!’ maximalist window displays in celebration of the holidays.

Each and every year, Selfridges assembles a band of makers to transform its flagship into a festive feast for the eyes. This year, the merry mavericks creating its famous Oxford Street windows are costume designer Max Allen, window contributor Emily Pugh, artist Andrew Logan, artist and LOVERBOY Creative Director Charles Jeffrey and multi-disciplinary creative Flaminia Veronesi.

On Oxford Street, the windows have been inspired by Christmas grottos. Each becomes a cave of wonder, where textures and patterns blend to create luminous spaces, showcasing Logan’s smaller artworks, as well as touches of the mosaic mirror, vibrant colour and maximalist style he is known for.

On Duke Street, Charles Jeffery interprets the ‘More the Merrier!’ theme with a three-character concept that brings mythical creatures to life, embodying a “festive blend of hedonistic chaos and beauty”.

Finally, on Orchard Street, home to the Selfridges Artist Windows, Flaminia Veronesi also explores fantasy, mythologies and archetypes.

Laura Weir, Chief Creative at Selfridges, said: “We couldn’t be more excited to unveil Christmas at Selfridges and celebrate the year of More The Merrier! The festive season at Selfridges is an antidote to the mundane; it’s our vibrant crescendo to 2024 as we transform our stores into high-octane wonderland.

“We’ve collaborated with an incredible host of artists and creatives, bringing together different tastes and trends in an ode to imagination and a celebration of maximalism. We want our customers to share in this joy and to help them live brighter this Christmas.”

This news comes as the parent company of Selfridges revealed losses more than double in its latest annual results, despite a 95.6% increase in revenue.

Filings for Cambridge Retail Group, which is owned by Thai conglomerate Central Group and Saudi Arabia’s Public Investment Fund, revealed pre-tax losses hit £340.3 million in the year to 3 February, compared to a £126.2 million loss in the previous year.