A high-energy mix of art installations, curated holiday gifts, and in-store performances highlights this year’s festivities
Selfridges has officially launched its 2024 holiday season campaign, “More the Merrier!” promising a high-energy, maximalist experience across its stores. The retailer aims to transform shopping into a celebration, with themed installations, live events, and a curated selection of gifts. Kicking off today, Selfridges presents a vibrant mix of art, entertainment, and holiday spirit.
A diverse lineup of creatives has contributed to this year’s display. Long-time Selfridges collaborators Max Allen, costume designer for Santa and Selfridges entertainers, and Emily Pugh, known for her work on the store’s windows and Christmas tree décor, lead the artistic vision. They are joined by Andrew Logan, artist and creative force behind Selfridges’ Oxford Street windows, Charles Jeffrey, LOVERBOY creative director, and multi-disciplinary artist Flaminia Veronesi.
The Oxford Street store’s windows take inspiration from Logan’s British sculpture work, reflecting the traditional Christmas grotto theme. His smaller pieces, mosaic mirrors, and colorful, maximalist styles merge to create vibrant displays. Meanwhile, a selection of Logan’s larger works, including Pegasus – Birth, Life & Death and The Universe of Smiles, are on display in the Accessories Hall’s Art Block.
Other key installations include Duke Street, where Charles Jeffrey’s interpretation of “More the Merrier!” brings mythical creatures to life, embracing a festive chaos theme. On Orchard Street, Selfridges Artist Windows showcase Veronesi’s imaginative landscapes inspired by myth and archetype.
Supporting the campaign is the work of photographer and artist Marcin Kempski and stylist Nathan Klein, who crafted the “More The Merrier!” campaign visuals. These feature a model of the Oxford Street store covered in festive decorations and a cast of holiday-themed characters, including a Selfridges doorman in a pearly-king-inspired ensemble.
As Christmas approaches, Selfridges positions itself as a destination for gifts, partywear, and experiences. Holiday products, including new, pre-loved, rental, and refill options, are curated across all departments. The store will offer live performances from DJs and singers, with bookable experiences and surprise moments in stores across London, Manchester, and Birmingham.
Laura Weir, Selfridges Chief Creative, says: “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.”
Selfridges’ 2024 Christmas campaign aims to create an immersive, celebratory environment, blending holiday traditions with modern artistic expression.
