Selfridges Unveils Christmas and the City

Selfridges has launched Christmas and the City, its festive campaign for 2026, across its stores in London, Manchester and Birmingham and online, with city-themed windows, a new cast of seasonal characters, dining experiences and a programme of brand collaborations.

The campaign draws on the traditions of real and imagined cities around the world, from Downtown to the West End, fireworks and Christmas lights to carnival and cabaret, and big yellow taxis to Selfridges’ own big yellow shopping bags.

On Oxford Street, Selfridges‘ 12 windows feature scenes from Mexico City, Rio de Janeiro, Lagos, New York City, Bangkok, Hong Kong, Tokyo, Copenhagen, Milan, Paris, London and Vice City. They follow Santa’s journey, with stops at a Milanese aperitivo bar, on the rooftops of Paris and on the road in one of Bangkok’s tuk-tuks. The pedestrianisation of Oxford Street, which begins on 26 October, is expected to give visitors more reason to spend time at the windows.

Santa is joined by a new cast of Selfridges characters, including Bellhops and Showgirls, who act as guides to the entertainment in each store. Highlights include a Snow Show, the New York-inspired Downtown Café and a series of collaborations in which Selfridges and partner brands reimagine Christmas favourites, from films to fry-ups.

“Christmas and the City has been imagined by our teams to create special memories to share and to make everyone feel welcome. Selfridges has always moved with the energy of our cities, and this Christmas, at the heart of London, Manchester and Birmingham, we’re celebrating cities real and imagined from around the world. There’s no place like Selfridges at Christmas; it’s a truly unmissable experience.”

André Maeder, CEO, Selfridges

Downtown Café and the Snow Show

At the London store, the Downtown Café is now open, set against a backdrop of illuminated skyscrapers, with festive scenes in every window and a subway carriage in which guests can dine. The menu covers afternoon tea, New York diner classics and signature cocktails, with dishes including a Lox Bagel, Classic Hot Dog, Pastrami Club Sandwich, Warm Cookies & Ice Cream, NYC Cheesecake and Coke Float.

The Bellhops, the Showgirl and Santa all wear bespoke costumes by Max Allen, the artist and theatrical designer and a long-term Selfridges collaborator. Santa and his elves will be in store from 1 December, while the Bellhops, dressed in Selfridges yellow, will appear on every floor.

The Showgirl, dressed in fuchsia pink, headlines the Snow Show, a Broadway-style performance with music that ends in snowfall. It is open to all at the London, Birmingham and Manchester Exchange Square stores, and in London customers can book brunch at the Downtown Café for the best seats in the house.

Cabaret, panettone and pop-ups

After dark, the Cloakroom Bar becomes a late-night Parisian cabaret for the season, with midnight blue interiors, low lighting, theatrical festive cocktails and an appearance from the Showgirl. Performance tickets can be booked for selected Thursdays in November and December.

In Manchester, San Carlo Bottega at Exchange Square is hosting The Big Panettone Party, a family meal of three courses with live music and panettone to finish, and a cocktail party dress code.

From 26 October, a Ralph’s Coffee pop-up on Duke Street will serve hot drinks, sweet treats and souvenirs to visitors viewing the windows, including the New York City scene.

Disney, which announced in June that it would open Disney Store spaces at Selfridges Birmingham and Manchester Trafford, returns to Selfridges this Christmas with a festive experience inspired by Home Alone. It includes exclusive product collections and food based on scenes from the film, alongside immersive activations from Disney+.

Art and the Orchard Street windows

At the Art Block, Selfridges’ public art space at the Duke Street entrance, Gary Card’s 2026 Christmas commission, ‘The Parakeets Have Landed’, gives London’s wild parakeet population a new home.

The Orchard Street windows have been created by London-based set designer and art director Saskia Martindale, who has used materials of the city, handmade props and colourful set builds to create three takes on the Christmas tree.

Yellow taxis inspired by New York cabs and carrying the line ‘All roads lead to Selfridges’ will run across London and Birmingham, while a yellow tram takeover in Manchester will stop at both the Trafford and Exchange Square stores.

Gifts and services

Selfridges describes its edit of gifts and partywear this year as its most extensive yet, including exclusive products and collaborations available only at Selfridges, alongside the city-inspired Christmas Shop it opened in September. In-store services include gift wrapping and a gifting concierge.

At 40 Duke, VSP and VVSP members can book a festive menu, dining and entertainment experiences including The Christmas Table and Live at 40 Duke, and services such as a hampers concierge and bespoke cake orders.

Keyholders in Selfridges Unlocked, the retailer’s membership programme, have first access to products, experiences and services throughout the campaign.