Voted the World’s Best Department store, Selfridges transports us from reality into the festive season. With a More the Merrier! ethos, Selfridges welcomes visitors to enjoy a patchwork of vibrant tastes and trends, a maximalist celebration of beauty and joy.
Every year, Selfridges assembles a band of makers to create a Christmas like no other. In 2024, these merry mavericks are long-term collaborators Max Allen (costume designer to Santa and the Selfridges Christmas entertainers) and Emily Pugh (window contributor and Christmas tree stylist), joined by artist Andrew Logan, artist and LOVERBOY Creative Director Charles Jeffrey, and multidisciplinary creative Flaminia Veronesi to sprinkle their creative sparkle over Selfridges.
Selfridges Oxford Street windows have been inspired by the sculpture of British artist Andrew Logan and created in collaboration with Logan in the tradition of Christmas grottos. Each becomes a cave of wonder, where textures and patterns blend to create intricately crafted, luminous spaces, showcasing Logan’s smaller artworks and touches of the mosaic mirror, vibrant color, and maximalist style he is known for. An installation of his large-scale artworks, including Pegasus – Birth, Life & Death, and The Universe of Smiles, can also be seen at the Art Block, Selfridges permanent exhibition space in the Accessories Hall.
On Duke Street, Charles Jeffery interprets More the Merrier! with a three-character concept that brings mythical creatures to life, embodying a festive blend of hedonistic chaos and beauty. On Orchard Street, home to the Selfridges Artist Windows, Flaminia Veronesi also explores fantasy, mythologies, and archetypes, creating imaginative, magical landscapes.
Joining the creative line-up are photographer and artist Marcin Kempski and stylist Nathan Klein, whom Selfridges has worked with to shoot the More The Merrier! campaign. Staged within a surreal model of the Oxford Street store façade dripping in festive décor, the campaign consists of three vignettes and features a cast of merry, maximalist passers-by and a Selfridges doorman in a pearly-king-inspired outfit.
With just a few weeks to go, Selfridges is the destination for the best gifts, partywear, services, and experiences for 2024. The brightest and boldest products—new, pre-loved, to rent and refill—have been carefully curated across all categories. Santa and his Christmas Crackers will be in store from Friday, November 29, to entertain customers. A supercharged line-up of DJs, singers, and live performances ensures the atmosphere is electric, with bookable experiences and unmissable spectacle moments happening in London, Manchester, and Birmingham.
“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 wonderlands. 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.”
– Laura Weir, Selfridges Chief Creative
