As you can imagine, trying to capture these images can be pretty difficult on the streets of London, especially on a busy Friday afternoon when there are hundreds of people walking past at a speed of 80mph. This was also on Black Friday, a day devoted to promotional sales and of course crazy customers battling their way to the front of a chaotic store to grab the best deals they can find.
(Images: own Primary Photography, Chloé le Drezen)
Selfridges - Journey to the Stars
This year Selfridge's presents an Astrological take on Christmas by combining fashion with human affairs and the natural world this winter season. However, this isn't just any visual merchandising but a window display with great meaning: A meaning that communicates to every single customer and by passer of the store as it was one based on a person's star sign signified by their birthday, something everyone has. Selfridges channelled astrology and constellations by creating 12 very different window displays to portray each individual star sign which was illuminated by 400 metres of neon lights. By doing this they exceeded any previous marketing techniques they have been known for by reaching out to a larger audience and managing to captivate viewers with their subjective yet personal theme. Even customers who do not follow fashion trends are able to relate to the window due to this representation of one of the twelve personalities.
The Astrolounge on LG
Aquarius - March to the best of there own drum
Pisces- Ladies of the Lake
Aries
Taurus- Move Mountains
Gemini- Power of Two
Cancer - Luren of the moon
Leo
Virgo
Libra -Queens of Peace
Scorpio- Lovers in the lair
Sagittarius -Free as a Bird
Capricorn- The Salt of the Earth
Chloé le Drezen for Wonderland Magazine
Selfridges weren't the only ones feeling the astrological trend this Winter season. Wonderland Magazine also included a ten page spread called 'Zodiac' by photographer Chloé le Drezen promoting high end make-up and cosmetic brands.
Liberty London
My next stop was Liberty London on Regent Street who has transformed their window display into a gigantic dolls house this Christmas designed by Head of Visual Design Liz Silvester. The theme of pink interiors, designer 80's floral prints and wallpapers run through each window channelling the surrealist comedy ' The Grand Budapest Hotel' by filmmaker Wes Anderson. This film was the main inspiration for Liberty's visual design mood board this year. The window resembles a cabinet house of perfect chaos due to the wild, crazy colour palette and mix of materialistic products that Silvester has used. However, she still manages to include the iconic purple Liberty packaged box in the window to physically maintain Liberty's brand identity.
The poster for the 2014 film 'The Grand Budapest Hotel'
Harrods - Once Upon A Christmas
Then finally I headed over to Knightsbridge to see Harrods visual merchandising. This year, Harrods's highly anticipated Christmas window display took to the stage, literally, with red velvet curtains, spotlights and of course, the return of the leading character, Peter Pumpernickel, to recreate multiple mini performances behind the glass. Not only did Harrods create a fairy tale themed window display fit for pantomime, they also made an animated film including the signature Christmas character to reach out to all families and children this festive season. However, the department store still made room for luxurious brands such as Bottega Veneta, Burberry, Balengiaca and Jo Malone, displaying a circus -esq theme to continue the performance narrative within each designers promotional window, especially Bottega Veneta and Balengiaca.
Bottega Veneta
Burberry
Christian Louboutin
Jo Malone
Jo Malone
Jo Malone
Ugg
Balenciaga
Personally, my favourite window display for 2015 was Selfridge's astrological theme. Not only because it included a window for my star sign Scorpio, but I also felt it stood out, as it took an unexpected approach to Christmas visual merchandising and used specific colour palettes in each window to portray each sign. For instance, the Scorpio window display that was named 'Lovers in the Lair' dominated in vibrant scarlet red tones to depict connotations of love, lust and jealousy. All themes revolving around the relationship of two individuals and traits the Scorpio horoscope is known to have. Furthermore, the two mannequins were surrounded by accessories such as red graphic Moschino bags and they were styled in deep burgundy garments and fiery copper wigs that were complimented by glitzy silvers and space greys in the background. This ultimately completed the Sci-fi meets fashion theme.
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