Brunello Cucinelli has launched a dedicated festive installation at Harrods, marking a significant seasonal collaboration with the London department store. Titled Feelosophy, the installation introduces a multi-sensory narrative inspired by the Umbrian brand’s founding values and its home village of Solomeo.
Unveiled on 1 December 2025 during a ceremony attended by Brunello Cucinelli and his family, the project occupies the iconic Brompton Road and Hans Crescent windows, offering a story-driven experience structured around six chapters. The display’s central character, Philo, a white griffin based on Solomeo’s heraldic symbol, serves as the storyteller guiding viewers through a thematic journey from Italy to London.
Described by the brand as “a story to be felt,” the Feelosophy concept reflects the philosophical ideals of dignity, grace and balance. “Feelosophy is about experiencing a vision with all your senses,” the release notes, tying these values to the tactile qualities of cashmere and the brand’s approach to craftsmanship.
The griffin Philo, whose name originates from the Greek word phílos meaning “one who loves”, takes centre stage in both visual installations and an accompanying animated video projected at Harrods’ entrances and within internal pop-up spaces. Philo symbolises protection and love of knowledge, key tenets of the brand’s ethos.
Produced in association with award winning Pardgroup, the installation spans 21 storefront windows, with supplementary pop-ups located on the sixth and ninth floors. These retail environments further develop the story and offer access to a curated selection of Brunello Cucinelli’s exclusive seasonal garments for men and women. At Hans Crescent, a six metre tall Christmas tree anchors the visual experience, constructed as a spool of cashmere thread and topped with Solomeo’s emblem. The structure, described as a “cashmere fortress”, rests on clouds and is illuminated with lights recalling a starry sky.
A limited edition collection accompanies the campaign, with designs that mirror the installation’s thematic elements. The menswear range features outerwear in cashmere and shearling, presented in muted tones. Knitwear, including sweaters and cardigans, complements the winter season with understated sophistication. These pieces are designed to offer comfort and elegance, aligning with the brand’s aesthetic principles.
The womenswear line echoes the narrative of harmony and refinement through neutral palettes accented by handcrafted details. Notably, the OPERA knitwear series introduces exclusive colourways, while the Couture Knitwear line includes dresses and co ords in delicate textures. A signature element, Croc Embroidery, provides a tactile and visual contrast with its three dimensional surface, appearing across formalwear and evening ensembles.
The Feelosophy story unfolds in chapters, starting in Solomeo, where the griffin Philo witnesses the village’s decline and subsequent rebirth following the arrival of a “young dreamer.” As life returns to the hamlet, Philo lifts it into the sky, travelling over Italy and eventually to London. The narrative concludes with the hamlet’s arrival at a location in London where global visitors pause amid city life to encounter the vision of beauty suspended in mid air.
This seasonal initiative not only marks a new chapter in the brand’s relationship with London but also reinforces its focus on storytelling as an extension of its identity.
