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SANTA LUXE: Harrods plans to deck the halls with designer creations for the Christmas season, WWD has learned. The Knightsbridge, London, store will create a “Land of Make-Believe” featuring oversize classic toys dreamed up and dressed by designers. A Stella McCartney snow queen will perform pirouettes in a snow globe, while a dapper jack-in-the-box will don a Matthew Williamson jacket. A music box by furniture designer Amy Somerville will incorporate marching toy soldiers dressed in Thom Browne.
“This year, we wanted to re-create that sense of wonder and excitement that you remember from your childhood, when your eyes got tired from gazing too hard,” Deborah Bee, Harrods’ director of creative marketing, said. “This is the first time we have had this amount of movement within the Christmas scheme — and there will be lots of surprises.”
This story first appeared in the July 31, 2014 issue of WWD. Subscribe Today.
Each of the store’s Brompton Road windows will showcase a Scandinavian landscape of silver birch trees, ice blue skies and drifting snow decorated with giant old-fashioned toys that have been reimagined for the 21st century. There will also be an army of mechanical mice in the mix, while Harrods helpers dressed as mice will offer their services on the shop floor.
The windows will launch on Nov. 7, as will Santa’s grotto, which will be decorated with a forest of trees and mirrors. On the same day, a film produced by TBWA about a little mouse named Peter Pumpernickel will make its premiere.