As a historic department store in the UK, Selfridges boasts a pioneering reputation for window display and it has launched the first creative missile in the seasonal battle of visual merchandising. Its Christmas mission is a journey to the stars but, as a store with global appeal, Christmas doesn’t necessarily mean tradition.
The Selfridges theme centres on astronomy, astrology and space, seemingly to tie in with the much anticipated new Star Wars movie being released in December. That’s a coincidence, according to Selfridges’ Creative Director Linda Hewson. Nevertheless these cinematic photos appear to draw heavily from Kubrick’s 2001, Zardoz, Carrie and Logan’s Run. Each window features a modern take on the zodiac with a mannequin representing each sign, complete with a bespoke headdress from various designers. What is mind-boggling are the stats behind such a prestigious art installation. Hewson says: “It has taken a total of 178 hours to install the windows, with a team of almost 100 people working on them continuously for 24 hours a day over 8 days, in a rotation of shifts.” It will be interesting to see how Harvey Nichols and Harrods retaliate in terms of their own festive displays.
Click any picture to view as slideshow: