Fortnum & Mason has unveiled its Christmas windows, created around the theme of ‘togetherness’ during the festive season.
The luxury retailer and brand said its messaging this year had “a higher purpose than commercial gain” after Brexit and the US election divided opinions among friends and families up and down the country.
The ‘Together We’re Merrier’ campaign features a series of nine stories, created by brand communications agency Otherway, including partnerships formed by traditional arch-enemies such as the bull and china, the butcher and the turkey and the wolf and the sheep.
Each of the stories has been illustrated for use across various channels, while hand-crafted 3D versions will be displayed in the windows of Fortnum & Mason’s Piccadilly flagship over Christmas.
‘Togetherness and celebration’
Fortnum’s customer experience director Zia Zareem-Slade said: “Since the very beginning of Fortnum’s, Christmas has always been the most significant time of year, not just commercially, but culturally.
“It’s a time of togetherness and celebration and, in the current climate, we felt this message was never more relevant than now.”
The theme will continue into the store, with a giant sun and moon meeting in the atrium.
It will also be used throughout Fortnum’s Christmas brochure, which features food, drink and its trademark festive hampers.