25 November 2025
Brands are always looking for campaign moments to leverage exposure and what better way than the annual festivities of Christmas? In a world over-saturated with visual content it can be hard to compete for attention and relevance. However, there are a number of brands who have mastered the art of creating powerful marketing moments using decor and design that keep them culturally connected and impossible to ignore.
Here’s how four brands use the festive season to craft strategic storytelling through visual creation and while they’re obvious champions in their fields, there are takeaways here for every brand, no matter the size.
Annabel’s London: The venue that brings joy through creative imagination
Some would argue that Annabel’s in London’s Mayfair has built a huge part of its brand awareness through the attention it receives for its incredible annual festive façades, which completely transform the private members’ club exterior each year. Designed by The Birley Clubs’ Creative Director, Tatiana Kharchylava, these show-stopping creations have become an iconic part of the capital’s Christmas magic; a brand moment that gets everyone talking. Press fall over themselves to be the first to feature it, user-generated content peaks as people flock to capture the city’s Christmas landmark, and Annabel’s own marketing content through these creations ensures it stays one of the most desired memberships in town.
But what makes it even more special is the purpose behind it, every campaign is linked to a social or environmental cause with an aim to raise awareness and funds for its chosen charity. It’s not just decoration; it’s storytelling, PR, community, and creativity all wrapped into one. Through its imaginative campaigns Annabel’s proves it isn’t just a private members’ club, it’s a creative and thoughtful icon.
Chanel: Elegance never takes a holiday, festive fashion royalty continues to reign
Chanel needs no introduction when it comes to branding but they are a perfect example on how to give a gentle festive reminder of why they remain the go-to brand for elegant and sophisticated gifting.
They know their brand inside out and create large-scale, elaborate festive store displays that feature the unmistakable Chanel signature aesthetic including the No.5 bottle silhouette, the timeless white, gold, and black palette, and the iconic interlocking CC logo. It’s a masterclass in consistency and luxury branding. This on-brand approach was seen in 2024 during their Bond Street collaboration lighting up London with a spray of refined festive magic and a glowing high-profile reminder to visit their boutique just down the street. Chanel’s ability to make the familiar feel nostalgically exquisite is why they remain at the top of luxury fashion royalty.
SELFRIDGES: Where nostalgia meets innovation — Selfridges keeps the magic alive.”
Selfridges has long been known as a pioneer of retail innovation, credited with transforming shopping into a social experience and much of that success stems from its famous window displays. The Oxford Street department store debuted its first display in 1909 (the first in the UK), inspired by Macy’s New York, who created the original in 1874.
Despite the challenges facing the high street, Selfridges continues to turn itself into a seasonal destination every year. Its festive windows tap into nostalgia for those who crave real-life experiences while also (in more recent years) being designed to be irresistibly Instagrammable, generating global buzz, social engagement, and valuable footfall. Each display becomes both an in-person spectacle and a digital story, bridging generations and connecting audiences through imagination, connection and community. These creative windows aren’t just decoration, they can drive real business by boosting foot traffic and in turn increasing sales. There’s no doubt Selfridges turns its seasonal windows into brand campaigns, moments people talk about, photograph, and remember. It’s proof that when decoration meets strategy it can reward with commercial success and let’s face it, how many of those famous yellow bags do we see on the streets of London during the festive period?
Liberty: When Heritage and Hollywood unite — brand collaborations for the win.
Brand partnerships have long been a powerful strategy for boosting consumer movement and deepening cultural relevance, and London’s oldest department store, Liberty, is no stranger to this. In 2024, they demonstrated the power of collaboration with a specially curated Christmas partnership with Universal Pictures to mark the cinematic release of Wicked. The partnership transformed the historical Tudor revival building into a fantastical journey through the Land of Oz, complete with an elaborate atrium installation and window displays inspired by Art Deco and Art Nouveau design.
Reimagined scenes from the film appeared throughout the store featuring Wicked’s signature cherry blossoms, twisted branches, and glimmering emeralds set against opalescent pink and green clouds while themed fabrics were crafted from Liberty’s historical archive. The setup encouraged guests to take an unexpected journey through the fantastical Land of Oz, where they could explore a range of gifts and creations, including new prints, branded merchandise, and an exclusive R.E.M. Beauty pop-up by Ariana Grande.
For a brand steeped in heritage, Liberty continues to prove its cultural relevance through thoughtful collaborations that fuse tradition with modern creativity. Aligning with Wicked’s themes of storytelling, individuality, and imagination, the partnership exemplified Liberty’s ability to blend authenticity with contemporary flair. Strategically launched for the festive season, the activation generated significant media and public attention, attracted new audiences while retaining its legacy, and created an elevated in-store experience that allowed visitors to take home a tangible piece of the magic along with a likely financial boost in seasonal sales.