Three of the British department store Selfridges, including its iconic Oxford Street location in London, are teaming up this season with the master of storytelling and merchandising. “A Most Magical Christmas,” which begins on November 6, promises window displays, pop-ups, collaborations, corners, and immersive animations inspired by classic Disney cartoons.
At a time when BHV-Marais is lamenting the departure of its Disneyland Paris-themed Christmas window displays following the arrival of ultra-fast fashion specialist Shein, The Walt Disney Company is deploying all its dreamlike expertise across the Channel to create an immersive and delightfully nostalgic retail experience.
Entitled “A Most Magical Christmas”, this retail operation, one of the most ambitious of the season, is taking place in Birmingham, Manchester, and, of course, London.
The British capital has been immortalized five times on screen by the famous animation studio through its masterpieces Peter Pan (1953), 101 Dalmatians (1961), Mary Poppins (1964), The Great Mouse Detective (1986), and Pocahontas 2 (1998).
The program for these XXL festivities includes themed window displays, magical illuminations, limited edition merchandise and interactive exhibitions, both in the Selfridges department stores concerned and on the British brand’s digital channels.
An 11-meter-high Disney castle
Taking up the concept of the giant storybook seen in the introduction to Disney classics from Snow White to Sleeping Beauty, Selfridges has spent the last 24 hours posting magnificent animated illustrations on its social media accounts, reminiscent of the animated film Peter Pan. Nostalgic viewers will have recognized Big Ben and London Bridge, key landmarks in one of its cult scenes. The magical world of Tinker Bell was all the more prominent as it was used to announce the formalization of the partnership between Selfridges and Disney, particularly at the British department store chain’s London location.
The result exceeded expectations in terms of wonder and emotion. As the press release states, “Selfridges and Disney invite you to a wonderful world where holiday cheer reigns, confetti rains from the ceiling, and gifts appear as if by magic. A world where you’re never too old to be young.”
The Oxford Street building has adorned its iconic facade with an equally iconic 3D Disney castle, that of Sleeping Beauty, the logo of the Walt Disney Company and Disney theme parks. Measuring over 11 meters high and illuminated at nightfall, it is undoubtedly the focal point of this unique retail operation. Every evening, between 5 p.m. and 9 p.m., a sound and light show is triggered by Tinker Bell’s fairy dust.
The experience outside the London department store is completed by twelve window displays that faithfully reproduce scenes from the studio’s greatest classics. Disney fans will easily recognize scenes inspired by Peter Pan, 101 Dalmatians, Cinderella, Alice in Wonderland, and Beauty and the Beast.
And that’s not all: also outside, the Disney x Chocofruit truck under the Duke Street Canopy is serving Mickey-inspired waffles, gourmet hot chocolate, and Chocofruit’s iconic strawberry cups until November 23.
A one-of-a-kind Disney corner
For its festive activation, the Disney x Selfridges Corner Shop offers more than 70 exclusive collaborations in the fields of fashion, lifestyle, and accessories. For the occasion, the space has been fitted with a custom-made 4-meter-high spiral staircase, made from steel structures. This detail lends a sense of grandeur to this corner, inspired by the interior of a castle with its black and white flagstones.
Among the must-have capsule collections are those by Harry Lambert and Chopova, as well as certain luxury brands. These include Cinderella-inspired pumps by Christian Louboutin, Coach Tabby and Kisslock bags featuring Mickey Mouse, and exclusive beauty items by Jo Malone.
Lowena. The iconic yellow Selfridges bag has also been revamped, featuring playful Mickey Mouse ears and embossed patterns. Unveiled a few days before the start of the festivities, this space offered an enchanting first glimpse of Selfridges’ festive campaign, “A Most Magical Christmas.”
Among the other activities and installations on offer, Disney Classics Afternoon Tea will be available throughout November and December in the Selfridges cafés at the three locations participating in the event. The Selfridges cinema will also be screening classic Disney films as well as new releases, including Zootopia 2.
Read also > Ladurée joins St. Regis for the holiday season
Photo: © Selfridges
