Live brand experience: Selfridges window displays

Selfridges has launched an experiential live brand experience in the windows of its Oxford Street shop, based around the theme of a white Christmas.

Inspired by music boxes, there are 12 window displays, with several featuring a special music technology allowing passersby to wind them up.

By touching a special part of the window's design, the technology is put into motion allowing potential customers to experience and interact with the displays.

One of the windows has itself been transformed into part of a loud speaker apparatus allowing the public to listen to music being transmitted through the pane.

The same people who put experiential sound installations into Heston Blumenthal's Fat Duck restaurant were brought in to create the music on the project.

Tracks used for the displays include classic Christmas carols which have been given a different and distinct twist.

Others add to the ice cold feel of the displays with eerie sounds of tinkling crystal and glass coming at the audience from within.

One of the displays features an ice maiden clad in clothes available inside the shop and surrounded by white and silver baubles and paraphernalia.

Her long train becomes a snowy dining table set with pristine white plates and lobsters of the same colour in a Narnia-style banquet.

White branched trees loom down at the figure and blue twinkling fairy lights surround the windows, added to the festive winter theme.

Famously, Selfridges is no stranger to quirky and innovative window displays and earlier this year it featured five robots constructed entirely from Chanel beauty products by Peter Philips.

Christmas is a great time to get customers and potential customers involved in experiential and live brand experiences.

The opportunities are endless and children help to make the magic as well as ensuring their parents stick around to see what all the fuss is about.

Another department store which always makes an effort with its Christmas window displays is Fenwick in Newcastle.

Every year it has a story told across five or six of its windows complete with mechanical puppets and a soundtrack.

It is always eagerly anticipated by the local children and large crowds gather round to see what the year's theme will be, which immediately starts a buzz around the shop and gets customers right to the doorstep.