We're still in the middle of the summer, barely thinking about back-to-school shopping but Selfridges wants us to remember that Christmas is coming fast. In nineteen weeks. This Monday, the department store opened a 3,000 sq ft festive decorations shopping area on the fourth floor of its Oxford Street location, in London. The launch was even supervised by Father Christmas himself.
Christmas home and decorations buyer Geraldine James explains: "We have so many customers visiting from all over the world and eager to snap up festive souvenirs on their summer holidays, which they can’t buy at home. So, we have to make sure we’re ready to showcase Christmas decorations."
This year's Christmas theme is a Journey to the Stars, illustrated with a complete and exclusive collection of ornaments called Moonlight Magic. A few weeks ahead from the holiday season, this autumn, Selfridges will more than double the space dedicated to Christmas shopping, displaying hundreds and thousands baubles, garlands, cards and wrapping papers, specially designed for the department store. But the magic is already here.
*Photo: Selfridges
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