LONDON — Harrods is adding a little extra sparkle for this year’s Christmas with the campaign “Where the Stars Align,” transforming the Knightsbridge flagship into a festive destination filled with glowing displays, luxury gifts and seasonal experiences for visitors of all ages.
Upon arrival, visitors will be greeted with a facade adorned with over 17,000 lights. Inside, celestial-inspired Christmas windows featuring pieces from Schiaparelli, Balenciaga, Gucci, Bottega Veneta, Valentino, Ralph Lauren and Balmain will be decorated with 600 handcrafted stars, four kilometers of gold leaf and 500 sets of fairy lights.
Behind the spectacle is a demonstration of British arts and crafts, the retailer said. More than 60 specialists have contributed to the holiday transformation, which has taken 40,000 hours to create.
Michael Ward, managing director at Harrods, said Christmas is a moment when the store’s traditions come to life.
“Christmas has always been a defining moment for Harrods and a special tradition for Londoners and visitors from around the world. With more than a third of our customers visiting during the festive season, Where the Stars Align celebrates everything that makes Harrods extraordinary,” he added.
Ward revealed that this year’s campaign is the first wholly created by Harrods in several years, bringing the craftsmanship behind its displays together with the brand partnerships and discoveries.
Beyond the windows, activations with brands including Dior, Ralph Lauren, Van Cleef & Arpels, Chopard, Graff, Cartier and Chanel Beauty will bring a program of festive experiences into the store across November and December.
Harrods rewards members can also enjoy activities such as live illustration, engraving, leather personalization and bespoke calligraphy, as well as branded experiences, including gold-leaf and bauble personalization with Acqua di Parma, and illustration workshops with Clé de Peau Beauté.
There is something for families, too. Children can write, decorate and post letters to Father Christmas at the store’s festive post boxes, and a family weekend in December will feature arts and crafts, snow globe making, temporary tattoos and photo opportunities.
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