Homeware for Christmas
Top to toe in tassels
With consumers just as precious about the cushions they have on their couch as the shoes they wear on their feet, stores have geared their Christmas displays around those home-hungry millennial buyers. We've done a round-up of those that are simply NAILING IT.
Gucci Corner Shop, Selfridges
Gucci's 'Corner Shop' marks the first time the brand's homeware line, 'Gucci Decor' has been available in store. The furnishings are just as lavish as their fashion with hand-embroidered animal cushions and scented candles displayed on pink-lacquered furniture-style display units that have a quirky, homely vibe.
Every inch of the 150sq pop-up paradise is doused in millennial pink and reflects the sort of maximalist fun Alessandro Michele's brand has become known for. Highlights include curtains of metallic angel hair tinsel and optic fibres cascading down from the ceiling framing the windows, and velvet mirrors.
Inspired by the store's theme ‘The Christmas Story', Liberty's windows feature black and white 2-D, intricately carved animals in amongst decorated home-scenes surrounded by an assortment of gifts. The merchandise mix is displayed non-fussily to resemble a household on Christmas Day - stilettos on cushions and food and drink in a liquor trolley demonstrate Liberty's lifestyle approach to visual merchandising.
In store, a levitating hot air balloon hangs in the central atrium and Christmas trees dressed with eucalyptus and oversized wreaths reflect fragrant winter forests. Liberty's Christmas print via an array of limited edition exclusive products in the Liberty silk and signature Tana Lawn Cotton can also be found in store.
Smyton's Christmas windows on Bond Street are stamped with creative director, Goidadin's new brand image to capture the female, millennial-driven luxury market. A pale pink and powder blue wardrobe, topped with a crown chandelier with draping beads, cascade down the fairy-tale furniture - fitting for their strong regal affiliation.
The enchanting wardrobe with open, brass-hinged double doors, reveals stocking filler ideas such as notebooks, hot-pressed with words like “Fierce” and “Wow” in archival fonts on their covers, framed by oval 'mirrors'. Is this furniture-focused display a hint to the brand expanding into homewares? I guess we'll have until next year to find out.
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