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Selfridges has launched its 2026 Christmas and the City campaign across its London, Manchester and Birmingham stores and on selfridges.com. The programme includes 12 London window displays, themed food and entertainment, city-themed transport and seasonal performances.
Selfridges has launched its 2026 Christmas campaign across stores in London, Manchester and Birmingham, as well as on its website, with city-themed window displays, food, performances and transport. Called Christmas and the City, the campaign turns the retailer’s London flagship into a series of scenes inspired by cities around the world and extends the theme through seasonal events at its other stores.
The London flagship on Oxford Street has 12 Christmas windows depicting places including Mexico City, Rio de Janeiro, Lagos, New York, Bangkok, Hong Kong, Tokyo, Copenhagen, Milan, Paris and London, alongside Vice City. The scenes follow Santa on stops around the world, with examples including Paris rooftops and a tuk-tuk ride through Bangkok. The retailer says the displays are part of a wider campaign involving new characters and activities in its stores.
Inside the London store, the New York-inspired Downtown Café has illuminated-skyscraper décor and a subway carriage dining area. Its menu includes afternoon tea, diner-style dishes and cocktails, with items such as a Lox Bagel, Classic Hot Dog, NYC Cheesecake and Coke Float. The Cloakroom Bar is due to host a Parisian cabaret on selected Thursdays in November and December, with tickets available to book.
Selfridges also plans yellow taxi activations in London and Birmingham and a yellow tram takeover in Manchester, serving the Trafford and Exchange Square stores. Bellhops and Showgirls are among the campaign’s new characters. From December 1, Santa and elves are scheduled to visit stores; a Broadway-inspired Snow Show is planned for London, Birmingham and Manchester Exchange Square. Manchester’s Exchange Square store will also host San Carlo Bottega’s Big Panettone Party, a three-course meal with live music and panettone, according to the campaign information.
A Multi-City Christmas Programme
The campaign extends beyond a seasonal shop display: Selfridges is combining store design, dining and live entertainment across several major UK locations. The programme gives customers reasons to visit different stores and offers the retailer a coordinated seasonal experience across its physical locations and digital channel.
For shoppers, the practical details vary by location. The London flagship has the largest set of specified window scenes and the Downtown Café, while Manchester and Birmingham have their own transport activations and events. Some elements are time-limited or require booking, including the cabaret performances on selected dates, so visitors may need to check schedules before travelling.
The campaign also reflects how department stores use Christmas programming to distinguish in-person shopping from online retail. Selfridges has announced entertainment and food alongside merchandise, but the source material does not provide attendance forecasts, sales targets or evidence of the campaign’s commercial impact. Its significance for the business will depend in part on customer response during the holiday period.
Christmas city street scene window display decorations
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From Oxford Street to Three Cities
The campaign’s central theme is a journey through real and imagined cities. Its London windows depict destinations across several continents, while store-specific elements translate the idea into dining, performances and local transport. The campaign is titled Christmas and the City and is presented by Selfridges as a shared programme for London, Manchester and Birmingham.
Selfridges chief executive André Maeder said the campaign was designed by the retailer’s teams to create shared memories and make visitors feel welcome. The company’s announcement describes the campaign as rolled out in its UK stores and on selfridges.com. It does not specify how the digital version differs from the physical displays or which campaign features are available online.
““Christmas and the City has been imagined by our teams to create special memories to share and to make everyone feel welcome.””
— André Maeder, Selfridges chief executive
Schedules and Digital Details
The campaign announcement does not give full dates and operating hours for every event. It says cabaret performances will take place on selected Thursdays in November and December, but a complete schedule is not included in the source material. Visitors should check Selfridges’ booking information for availability and event-specific terms.
It is also unclear what campaign content will appear on selfridges.com, beyond the retailer’s statement that the campaign has rolled out digitally. No figures are provided for expected visitor numbers, campaign spending or sales impact. The published information describes planned activities; it does not report results or customer response.
Events Continue Through Christmas
Selfridges’ published programme points to activity continuing through the 2026 festive season. Santa and elves are scheduled to begin visiting stores on December 1, while the Cloakroom Bar cabaret is planned for selected Thursdays in November and December. The Snow Show and the Manchester panettone event add further performances and dining dates to the calendar.
Customers can expect the campaign to remain available in stores and online during the holiday period, though individual event schedules and booking availability may change. Selfridges has not provided a closing date for the campaign. Further practical details, including performance times and any changes to planned activities, will depend on updates from the retailer.
Key Questions
Which Selfridges locations are part of the campaign?
The campaign covers Selfridges stores in London, Manchester and Birmingham, and is also available through selfridges.com. The announcement gives specific event details for the London flagship, Manchester Exchange Square and Birmingham, though not every activity is listed for every store.
What is Christmas and the City?
It is Selfridges’ 2026 Christmas campaign, built around city scenes and seasonal activities. Its elements include London window displays, themed food and drink, character guides, performances and transport activations.
When do Santa visits begin?
Selfridges says Santa and his elves are scheduled to visit stores from December 1. The source information does not provide a full timetable of dates and times for each location.
Do visitors need tickets for the events?
Tickets are available to book for the Cloakroom Bar cabaret on selected Thursdays in November and December. The campaign information does not say that all other events require tickets, so visitors should check the retailer’s event details before attending.
What is planned for Manchester?
Manchester’s programme includes a yellow tram takeover stopping at the Trafford and Exchange Square stores. Exchange Square is also scheduled to host San Carlo Bottega’s Big Panettone Party, featuring a three-course meal and live music.
Source: rss
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