#Harrods 2013 vintage scene windows
Windows on christmas: A focus on gift ideas ‘There are a lot of things in the world that make you feel completely awful so why not have ten minutes of pleasure where you are taken out of the real world into a fantasy world where you think “wow”.’ ‘They make you feel five again,’ says Briggs.
‘It’s now more about customer experience and that’s why we put more effort into the windows.’ĭo they improve sales? No one is sure but what is clear is that it wouldn’t be Christmas without them. The cost for these windows is in the millions, although nobody was prepared to disclose how much Harrods’ windows displays cost. With so much at stake, particularly at a time when even the biggest stores have been forced to slash prices to draw people in, it’s hardly surprising so much time is spent perfecting the tiniest details.
Last year, Harrods teamed up with Disney to bring its favourite princesses to life, enlisting top fashion designers to create the gowns. In 2011, thousands went to visit its show-stopping crystal-themed windows featuring an enchanted woodland scene and a mannequin sporting a £230,000 dress dripping in more than 150,000 Swarovski crystals. ‘It’s a way of giving the public street theatre and entertainment,’ says store image director Mark Briggs. ‘We always make it about the products but we use them to tell a story,’ says Groucutt. ‘We always want the windows to have a narrative.’ ‘We look to art and theatre for inspiration,’ says Hannah Emslie, Selfridges creative windows manager.
Each window takes more than a year to plan by a team of up to 30 people: while we’re all soaking in the latest ones, visual merchandising teams are already hard at work planning next year’s. Christmas windows created by the big department stores are full-blown productions.
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