Merry Christmas from Creative Download

Creative Download would like to take this opportunity to say thank you to the readers of its weekly Visual Merchandising Blog in 2019.

It’s a light-hearted view of retail from various parts of the world including the great city of London which is renowned for its excellent retail store windows and instore visual merchandising.

There are major changes due in 2020 for Creative Download. There will be the launch of new and exciting website which is currently being built. The weekly VM blog will continue although in due course it will be moved over to the new website. Current followers do not have to do anything. You will continue to receive the weekly updates.

In addition to this Creative Download is working on a number of new projects/contracts both here in the UK and overseas so quite an exciting time for the business and retail.

The current Creative Download website is still running and enquiries are always welcome. Simply scan the QR code to visit the website.

Don’t forget you can also follow Creative Download on Facebook and Instagram.

Wishing everyone a Merry Christmas and a Happy New Year.

With Kind Regards

Iain Kimmins FBDS

(Fellow of The British Display Society)



Christmas at Claridge’s in Mayfair

Capturing the glamour, romance and timeless traditions of Christmas, Claridge’s in Mayfair unveils its 10th anniversary tree. The work of legendary designer Christian Louboutin.

This immersive installation invites guests on a journey, transforming the lobby into a frosted forest. At its heart is a traditional tree in gold and red, dressed with fairy lights and gingerbread stilettos – and topped with a gold-leaf crown.

Alongside the tree, The Loubi Express is stationed in the lobby. Passengers are invited to step aboard this enchanting red carriage and take a seat in restful red velvet interiors, where just four tables create an intimate setting. Enjoy a glass – or share a bottle – of Laurent-Perrier or try one of an exclusive collection of cocktails specially created with Christian Louboutin. Accompanying the drinks are canapés and a selection of Claridge’s Bar sharing dishes – all served to your lamplit table by the Cocktail Conductor.


Selfridges – Future Fantasy Christmas

The theme, “Future Fantasy – A Christmas For Modern Times”, is seen across the Selfridges stores including London, Birmingham, Manchester and online.

The London store display took a multi-specialist team over 500 hours to produce with over 100 people putting together the windows, working non-stop rotating shifts for 10 days.

Each window at its Oxford Street, London store is either an symbolic representation of a well-known fairytale, such as Cinderella, Jack and the Beanstalk, Goldilocks and Rapunzel, or features one particular iconic element from one of them, showcasing a “futuristic aesthetic treatment and a softer magical narrative.

Selfridges London’s biggest triple-sided window at the corner of Oxford Street and Orchard Street features a magical shipwrecked feast amongst the waves, with giant magical moon and moving boat and oars, reimagining the boat scene from The Owl and The Pussycat.

A giant 1.5 tonne, 42ft-high mirrored Christmas tree hangs in the Oxford Street store’s central atrium – projecting light across the store. Inside the store you’ll find a 1.5tonne, 13metre high mirrored Christmas Tree, which hands in the Oxford Street store’s central atrium. It comes alive through a dazzling light show projected on its surface.

The Foodhall have a sumptuous array of Christmas food goodies on offer.  The Christmas concept continues in the Foodhall with an abundance of dressed garlands using silver and gold baubles. I feel that the green garlands and gold baubles are not in keeping with the modern concept.

Lit garlands showcase each window on the exterior of the store, but can you imagine how spectacular these would have been if they were dressed with blue and silver baubles.

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Harvey Nichols turns Scandinavian.

Christmas 2019 at Harvey Nichols, this iconic Knightsbridge department store, turns to Scandinavia for inspiration. Animations of the Northern Lights have been projected onto its façade presenting what inhouse designers hope will be a “photo-worthy moment”.

The window displays themselves are equally Scandi-influenced. Mannequins sporting Harvey Nichols Christmas collection sit within cosy scenes with handcrafted cedar slat panels, draped with festive garlands, framing the windows like the Nordic night sky.

The idea behind the displays was to create a series of contrasts: light and shadow, cold and warmth and nostalgia and modernity. Harvey Nichols are noted for their superb window concepts and this is certainly true with this current scheme.

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