Christmas Windows 2020
/Visiting the Christmas windows in the West End of London has been a tradition for me from childhood when my Dad would take us to Oxford Street late one cold evening in December. My brother and I would soak up the magic and sparkle of Selfridges windows, the Regent Street lights and stare hard into Hamleys hoping to see our longed for toys. This excitement for the launch of Christmas Windows has always stayed with me and continued into my work life and I am lucky to have been paid to install 100’s of Christmas trees and design many Christmas windows over the years.
Christmas feels so different this year, but I am very pleased that retailers have risen to the Christmas Window challenge even if their stores are shut for a few weeks during this lockdown.
It’s so important that we celebrate and add a bit of sparkle into our lives even if we can’t all be together as we normally would. Retail being closed at this critical time of year has meant that new thinking has had to be applied to how brands speak to their communities and help them make those all important purchases.
So I took a trip into a VERY quiet London Town to take a look around…..
Theme 1 - Product
Product groupings have always been traditional at Christmas, but for the past few years we have had simple messages and clean minimal displays. This year there is more product showcased in windows, this helps customers see a wide range of gift ideas that may then be purchased online, often via a QR code in the window, converting window shopping to actual sales.
Theme 2 - Love and Community
Love, togetherness and hope, key messages this year and it is important that retailers connect with what their customers are feeling. Many brands have tapped into our sense of community and helping others by giving to charity and supporting those in need.
Theme 3 - Recycling and Sustainability
Sustainability continues and rightly so to be important to customers and brands alike. Fortnum & Mason have recycled and recreated schemes from previous years, highlighting their creativity and heritage. Selfridges continue to encourage customers to, rent, re-use, recycle and re fill this Christmas and make considered purchases.
Theme 4 - Graphic Illustration
There always seems to be a Zeitgeist moment with Christmas windows with lots of brands independently hitting on a similar idea in the same year. This year if feels like illustration and cutouts have been an enduring concept for stores. Large scale illustrations can create impact and a strong graphic message and works well in contrast to actual product.
Theme 4 - Linking inside and outside
Who doesn’t love a floral arch? An interesting opportunity for stores to visually link the facade with the window and interior displays to drawer customers from the street and through the space. Not just for Christmas but all year round.
