Selfridges is embracing an extravagant Christmas with its ‘More the Merrier!’ experiential holiday campaign.

The campaign sees the brand embrace a more is more approach to the festive season with a maximalist in-store makeover.

With a series of artists, the department store chain has doused itself in Christmas glitter. Visitors can expect to see creative displays. In addition, shoppers can experience performances in stores later in the month.

This year, creatives have banded together to produce the all-out in-store Selfridges displays. The team includes; costume designer Max Allen, window contributor and Christmas tree stylist Emily Pugh, artist Andrew Logan, Loverboy creative director and artist Charles Jeffrey and multi-disciplinary creative Flaminia Veronesi.

Together they have produced Christmas grotto-inspired window designs, with influence from the artwork of Andrew Logan, for the Oxford Street store. Logan’s large-scale artworks have also been installed in the Art Block, Selfridges’ permanent exhibition space in the Accessories Hall. His maximalist, vibrant, and colourful works capture the ‘More the Merrier!’ spirit.

On Duke Street, a similarly outlandish display has been crafted by Charles Jeffery, who explores mythical creatures. And on Orchard Street, the store home to Selfridges’ Artist Windows, Flaminia Veronesi has taken a foray into fantasy.

These in-store artworks help to make up the ‘More the Merrier!’ campaign, which was created by photographer and artist Marcin Kempski, and stylist Nathan Klein. Images showcase the window displays and in-store decor, as well as the jovial festive spirit that Selfridges is embodying this season, in the form of a Santa and his Christmas crackers.

Supporting the imagery is a series of social videos, running across TikTok and Instagram, and featuring the aforementioned Santa and Christmas crackers. The social videos also feature a host of gift ideas available at the department stores.

These characters will be in stores from this Friday (29th November), where they will entertain customers. Also in-store will be DJs, singers, and live performers. Customers can book experiences in London, Manchester, and Birmingham.

Laura Weir, Selfridges Chief Creative said: “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”.

Providing festive feels, with a side serving of art and an explosion of Christmas, the ‘More the Merrier!’ campaign brings consumers festive cheer by the bucket load. Showcasing creativity and whimsical festive fun, Selfridges’ campaign successfully goes all-out this Christmas.

Images: Selfridges