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143 days to go: Selfridges opens Christmas department

143 days to go: Selfridges opens Christmas department

As the first shop in the world, Selfridges is spreading cheer in the leadup to Christmas 2015.

Temperatures in London might be on the rise, with 27C expected for the weekend, but as of today (4 August) zealous shoppers in London can get a head start on spreading the festive cheer.

With 142 days (and a few hours) to go until Christmas, iconic department store Selfridges has unveiled the first half of its Christmas concession at the flagship store on Oxford Street – self-proclaimedly as the first store in the world.

The store’s fourth floor has gotten an arctic makeover, setting the atmosphere for the 2015 Christmas theme Journey to the Stars, described as Selfridges’ most unconventional scheme yet.

The resident reindeer is left unfazed by Britain's second summer.
The resident reindeer is left unfazed by Britain’s second summer.

‘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,’ Geraldine James, Selfridges’ Christmas Home & Decorations Buyer, said.

‘So, we have to make sure we’re ready to showcase Christmas decorations they will truly treasure.’

But it’s not just tourists the shop is aimed at – according to James, locals also like to get started early on the Christmas shopping, to get the best selection while collections are still available in full.

Santa himself showed up for the big reveal of Selfridges' Christmas department.
Santa himself showed up for the big reveal of Selfridges’ Christmas department.

Topping the 2015 trend charts are personalized decorations – from baubles to wrapping paper – amongst monochrome decorations and Iconic London designs featuring the ever-popular Union Jack.

Nordic designs, dominated by white and reds combined with pale woods and thick wool, are equally as on-trend as the Magical Forrest and Festive Treasures collections featuring wood-based decorations and pearls, diamonds and frosting, respectively.

All of the baubles – over 50,000 – have been exclusively designed and mouth-blown for Selfridges; the Christmas shop also includes more than 1,300 additional decoration options and spoils customers for choice when it comes to light and tree options, crackers, cards and wrapping paper.