Selfridges and Disney have partnered to run a two-month-long experiential Christmas collaboration including the biggest installation on the front of the Oxford Street store in more than half a century.
The partnership will see Disney experiential events, ranges and visual merchandising throughout Selfridges’ stores in London, Birmingham and Manchester as well as online.
At the Selfridge’s London store, Disney has taken over the Christmas windows and installed an 11m-tall 3D Disney Castle on the building, which features a nightly light and music show (5pm-9pm every 15 minutes) with Tinker Bell, the Jolly Roger ship and Cinderella’s carriage across 100+ metres of the storefront.
The experience includes collaborations with more than 70 brands, with 80% of the products created exclusively for the partnership, including Cinderella-inspired stilettos from Christian Louboutin, Mickey Mouse bags by Coach and exclusive beauty lines by Jo Malone and Bobbi Brown.
Interactive elements of the partnership include an interactive window where shoppers can engage with the visual of a Tinker Bell character, which will react and interact with passersby. Inside, characters usually only seen at Disney parks will make appearances in-store.
The retailer is also hosting events like Disney Classics Afternoon Tea, cinema screenings, live performances, workshops, an “all dancing confetti spectacle” and special fan events.
Selfridges Group chief executive André Maeder said: “We’re pushing the boundaries of retail with this once-in-a-lifetime collaboration. We’re beyond excited to share the magic with our customers and see the joy on their faces as they enjoy the light show on the façade, dive into the Disney windows and create memories at our spectacular experiences. This is truly set to be a most magical Christmas.”
Disney Consumer Products EMEA senior vice president Claire Terry said: “A Most Magical Christmas is a true celebration of creativity and innovation. This extraordinary reimagining of classic Disney storytelling, brought to life through Selfridges’ iconic retail spaces, is fun, engaging, and full of festive magic. We’re delighted to be bringing such special, memorable moments to shoppers from all over the world this Holiday.”
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