Fortnum & Mason is world-famous for its elaborate Christmas decorations and window displays. Although the facade turns into a huge red advent calendar every year, their Christmas window display tradition is always a surprise.
Traditionally, the much-loved high-end department store invests considerable effort in creating enchanting and visually stunning store window displays during the holiday season. These ornaments often follow a theme that reflects the spirit of Christmas and showcase the store's products artistically and imaginatively.
For instance, the 2023 design oozes colour and energy, showing that Fortnum’s is ‘Where Christmas Comes Alive.” The dazzling, showstopping display is imagined to answer dreamy dilemmas like:
What if our tea caddies suddenly learned how to waltz?
Or our bottles of bubbles went for a swim?
Each enchanted window gives a glimpse behind the curtain of Fortnum's on Christmas Eve, where "many Fortnum's favourites have sprung to life in preparation for Christmas Day, spilling out onto the pavement as messages light up in the night sky, and a sleigh pulled by hampers flies above the rooftops."
“Fortnum & Mason is the home of Christmas, so there is a lot of pressure each year to make sure that our Christmas theme and windows are extraordinary. Customers come from far and wide to see our Christmas displays each year.” (Sallie Smith, Fortnum & Mason’s Head of Visual Presentation)
Here are a few highlights that stand out every year, making unforgettable festive memories for visitors:
Thematic Decor. Each year, the window displays are likely to follow a specific theme related to Christmas. Themes could range from classic winter wonderland scenes to more contemporary and creative concepts.
Artistic Design. The displays are crafted with artistic flair, incorporating attention to detail, vibrant colors, and sometimes intricate set pieces. The goal is to capture the attention of passersby and create a sense of magic and joy.
Showcasing Products. While the primary goal is to spread holiday cheer, the displays also serve as a showcase for Fortnum & Mason's products. This could include their famous hampers, festive treats, and a variety of luxury goods.
Interactive Elements. Some displays may incorporate interactive elements to engage the audience. This could include moving parts, lighting effects, or other dynamic features.
For instance in 2023 the famous in-store atrium stages the Dance of The Piccadilly Puddings! Imagine a playful canopy of levitating Christmas Puddings dancing through the heart of the store to the most festive chorus of merry sounds. What can be more delicious and entertaining than this? And if this doesn't make even the grinchest Grinch smile, nothing will.
The details of Christmas window displays are often kept under wraps until they're officially revealed, adding an element of surprise for visitors. To get the most accurate and current information about Fortnum & Mason's Christmas window display tradition for a specific year, check the store's official announcements, social media channels, or local news closer to the holiday season.
Fortnum and Mason Address: 📍 181 Piccadilly, St. James's, London W1A 1ER
Fortnum and Mason Opening Hours: ⏰ Monday - Saturday: 10 am–7 pm; Sunday: 12 – 6 pm
🚇 The nearest London Underground stations are Green Park, Hyde Park Corner, and Piccadilly Circus (all on the Piccadilly line).
*All photos were taken by Ina/WithinLondon, unless stated otherwise.
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