Selfridges Christmas Windows 2010: "Awake the Child within"

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London department store Selfridges, known for its lavish and decorative displays, has unveiled its windows for Christmas 2010. The festive creations are centred on a “play” theme, and include a range of family settings – from a dolls’ house to an inner-city tower block.The twenty-seven streetside windows are designed to encourage children and adults alike to “awake the child within”.

“There is nothing more fun than being a kid, whatever your age, and our play theme reflects this from the outside in.” said the store’s head of visual merchandising, Erin Thompson.

Miniature toy Christmas scenes with Barbie & Ken and a Sylvanian family appear in the main Oxford Street window, whilst the Orchard Street windows take on a more modern vision with “The Shoreditch trendy dad, PR Queen mum, brainbox daughter and their trusted family pet”.

This year, Selfridges’ largest window is dedicated to Kids Company, the charity who works to provide practical, emotional and educational support to vulnerable inner-city children. It shows an estate full of urban tower blocks complete with satellite dishes and TV aerials. Children from the charity will have the chance to help design and build window displays and create their own dream view of Christmas.

“This year we are responding to the shift for the simpler pleasures in life and are really keen to get all our customers starry-eyed, especially the adults among them,” added Thompson.

Looks like it’s time to enjoy Christmas again.


Images courtesy of: BOY MEETS FASHION

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