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Published: 9 Dec 2015

Christmas 2015: Window & VM Trends

According to multinational market researchers NPD Group, festive windows influence 24% of all holiday purchases, affirming their continued value – especially in the digital era, when social-media-ready visuals are critical to building brand buzz. This year, non-traditional visual themes make the most significant impact. We highlight the most inspiring examples.

  • Cosmic Worlds: Consciously courting a secular take on Christmas, London department store Selfridges' visual merchandising follows a celestial 'Journey to the Stars' theme, with each window inspired by a different zodiac sign. The interior features illuminated solar-system-inspired installations, supported by an Astrolounge in the basement. The space is described as a "leading voice on the intersection between style, mysticism and holistic wellbeing", playing host to in-house psychics, 'body-and-soul' workshops and creative technologists toying with emergent sensory tech.
  • Sci-Fi Fantasies: UK home furnishings brand The Conran Shop's London stores are also oriented around cosmic displays, but with a distinctly sci-fi orientation. Its 'Christmas in Space' theme is inspired by the 1960s and 70s pop-cultural fascination with intergalactic exploration. VM boasts a vivid colour palette of oranges and reds juxtaposed with silver robot props and backlit Perspex and neon tables.
    French luxury fashion house Louis Vuitton's windows also boast a sci-fi aesthetic. Golden droid-like mannequins and liquid metallic backgrounds are surrounded by circular LED installations resembling the solar system.
  • Sensory Wonder: New York department store Barneys has chosen 'Chillin' Out' as the theme for its holiday windows, which feature elaborate ice sculptures including a 4 ft-high ice castle and a Lexus racetrack. Onlookers will also be able to see ice-carving performances by NY-based 'custom ice' specialists Okamoto Studio.
Louis Vuitton
The Conran Shop
  • Disco Sparkle: London department store Harvey Nichols takes its inspiration from New York's infamous Studio 54 1970s nightclub. Windows feature more than a million glitter flakes, 300,000+ sequins and 620 mirror balls.
    Similarly, in New York, department store Bergdorf Goodman has collaborated with Austrian jeweller Swarovski (celebrating its 120th anniversary) on its 'Brilliant Holiday' windows. Set pieces are inlaid with more than 7 million Swarovski crystals to form a prismatic cave, and also coat products on display.
  • Inside the Doll's House: London department store Liberty's windows have been transformed into a doll's house, with each window representing a different, lavishly decorated room.

For more strategic commentary and inspiration regarding the 2015 holiday season, including an overview of interactive exteriors and shoppable windows, see Holiday Pop-Ups 2015 and Digital Christmas 2015.

Harvey Nichols
Bergdorf Goodman
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