Ugg has taken over the Selfridges Corner Shop this month while the department store retailer has also unveiled its Christmas theme and key promotional windows, collaborating with the art world and a key creative British fashion label to offer something new and different.

First Ugg. The Southern California-based global lifestyle brand celebrated the opening via a special acoustic performance by British singer-songwriter Griff. DJs Kim Turnbull and Talia Goddess also performed. 

The importance of this prime piece of real estate in the heart of London’s West End shopping district was underlined by the event as Griff wore the Mini Dipper Puffer Boot and performed for a variety of celebrities including Anaïs Gallagher, Emma and Del Winder, Reuben Larkin, Calum Scott Howells, and more. 

Attendees had been kitted out in the brand’s Classic Women’s Pumped Slide, Men’s Heritage Pull-on Trailgazer, Men’s Tasman Weather Hybrid and Metropeak Boot styles from the AW24 New Winter Lifestyle collection.

As for the space itself, the company has opened for a winter wonderland theme given the time of year with an igloo feel and striking white sculptures partway between Christmas trees and and snow cones. 

It’s a fitting backdrop for a collection that’s all about cosiness and warmth.

Running until 7 December, the pop-up features pieces such as those mentioned above as well as the collection with Telfar (for a limited period) and a number of exclusives.

The opening comes as Selfridges has revealed its festive windows. This year’s theme for the store is “More the Merrier!”. Selfridges said it’s welcoming visitors “to enjoy a patchwork of vibrant tastes and trends; a maximalist celebration of beauty and joy”.

Costume designer Max Allen has designed Santa’s and the store’s festive entertainers’ outfits, while Emily Pugh is its Christmas tree stylist and window contributor.

But the key collaborators for the Oxford Street windows are artist Andrew Logan with additional contributions from fashion designer Charles Jeffrey of Loverboy fame and artist Flaminia Veronesi.

Jeffrey’s concept treads a familiar fantasy path for the label with its concept drawing on the myth of the Loch Ness Monster, “reimagined as it celebrates the season, its entire serpentine form winding through each space”.

The windows have been created in the tradition of Christmas grottos. Each becomes “a cave of wonder, where textures and patterns blend to create intricately crafted, luminous spaces, showcasing Logan’s smaller artworks, as well as touches of the mosaic mirror, vibrant colour and maximalist style he is known for”. 

An installation of large scale artworks of his including Pegasus – Birth, Life & Death and The Universe of Smiles can also be seen at the Art Block, Selfridges permanent exhibition space in the Accessories Hall.

On Orchard Street, home to the Selfridges Artist Windows, Veronesi also explores fantasy, mythologies and archetypes, creating imaginative, magical landscapes.

Joining the creative line-up are photographer and artist Marcin Kempski and stylist Nathan Klein, who Selfridges has worked with to shoot the More The Merrier! campaign. Staged within a surreal model of the Oxford Street store façade dripping in festive décor, the campaign consists of three vignettes and features a cast of merry, maximalist passers-by and a Selfridges doorman in a pearly-king-inspired outfit.

Laura Weir, Selfridges Chief Creative said: “The festive season at Selfridges is an antidote to the mundane; it’s our vibrant crescendo to 2024 as we transform our stores into high-octane wonderlands. We’ve collaborated with an incredible host of artists and creatives, bringing together different tastes and trends in an ode to imagination and a celebration of maximalism. We want our customers to share in this joy and to help them live brighter this Christmas.”