Publicity-savvy department store group Selfridges is going all wide-eyed and innocent this Christmas and will install a functioning chocolate shop in its window as part of its Feast promotion.
Marketing director James Bidwell said Selfridges would approach the festive season 'through a child's eyes', decorating the store with a giant gingerbread house and chocolate shop, complete with its own street entrance.
'There will be a strong food theme,' said Bidwell. 'It will be quite Roald Dahl-esque - like Charlie and the Chocolate Factory.'
Selfridges announced that following on from Body craze and Tokyo Life, next year's promotion spectacular will be Brasil 40 deg - 'an immersive experience that will dramatise the passions and rhythms of a hugely liberal, explicitly seductive culture'.
- Women's sportswear retailer Sweaty Betty will open a 75 sq m (7 sq m) concession in Selfridges Oxford Street on Monday.
Co-founder and managing director Tamara Hill-Norton recently won the Entrepreneur of the Year gong at Harpers & Queen Businesswomen of the Year Awards.