The window displays at Selfridges Department Store in London never cease to amaze and inspire. This year each of the twelve Oxford Street windows at Selfridges are dedicated to a sign of the zodiac. Set against an illuminated backdrop of outer space, the Christmas window displays depict the star zodiac signs’ most recognizable characteristics. 
The Christmas holiday season is a wonderful time to visit London. The city comes alive during the weeks leading up to and after Christmas. The streets are draped from end to end with sparkling lights and illuminated banners. Music is playing from corner to corner and you can’t help but feel the energy of the city.
In mid-December I was in London with my husband for ten days. We had a wonderful time exploring several of the London markets and experiencing London as locals (more on this to come). One of my favorite places to visit in London, especially during the Christmas holidays is Selfridges Department Store. Harry Gordon Selfridge was the first retailer to use window displays to tell visual stories in his windows. His first display was in March of 1909 where his display was based on renaissance paintings by Watteau and Fragonard.
Selfridges Department Store is a fun store to browse through. Complete with a champagne bar, a huge food court and the largest shoe department in the world, I could spend hours exploring each of the store’s retail floors. Even though the inside is a pleasure to explore, my favorite part of Selfridges has to be the beautiful window displays that come alive at Christmas.
This Christmas, each of the 12 Oxford Street windows at Selfridges is dedicated to a sign of the zodiac. Set against an illuminated backdrop of outer space, the windows depict the star signs’ most recognizable characteristics. Selfridges’ creative team took over a year to plan the window displays, taking courses in astrology at Greenwich Observatory and holding ongoing discussions with an astrologer and over 30,000 hours to dream up and produce. Over 4,400 pounds of glitter and over 4,400 pounds of salt were used to create the flooring of the window displays.
And now, enjoy our photo essay, Journey to the Stars…
Working with Greenwich Observatory, a rotating solar system model was created as well as window showing the sun and earth to scale…
Aquarius “March To The Beat Of Their Own Drum”…
Pisces “Ladies Of The Lake”…
Capricorn “The Salt Of The Earth”…
Sagittarius “Free As A Bird”…
Scorpio “Lovers In The Lair”…
Maiko Takeda, known for making the headpieces worn by singer, Björk designed the headpiece used in the Scorpio window.
Libra “Queens Of Peace”…
Virgo “The Cosmic Purist”…
Leo “Lionhearted Pride”…
Cancer “Children Of The Moon”…
Gemini “The Power Of Two”…
Taurus “She Will Move Mountains”…
Aries “Wild At Heart”…
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So beautiful, great window displays. We totally missed seeing this when we were in London in November!
This makes me want to plan a trip to London in December just so I can see the windows! How fun!
I’m trying to figure out how it is that I lived near London for 7 years, visiting the city several times a month, and never heard of Selfridges!? Those are some incredibly elaborate displays – it would make a fun night out just grabbing something to eat and visiting those displays, great for conversation!
What a great article and photos, thank you for sharing. I loved Taurus, she will move mountains. I’m a Taurus and needed that inspiration today. Love your blog too. I’m new, found you in a Today newsletter this morning. 🙂
Hi Amy, thank you so much for your kind words. I’m so glad you found our site! Although it’s hard for me to pick a favorite Selfridges window, I love Taurus too. Have a great week!
I love looking at department store windows during the holidays. It always amazes me how creative stores can be!
WHOA! These windows are amazing – loved Aries the most (that’s my hubs’ sign!)
Aries was a beautiful window, I loved the vibrant red.
Amazing! I’m wondering how in the world I missed this store when I was in London?? What a beautiful sight!
The windows were absolutely gorgeous, Lori. Selfridges has their windows elaborately decorated every Christmas, it sounds like you might have to make another trip next year 😉