Selfridges, Oxford Street Christmas Campaign

In November 2024, Selfridges launched its “More The Merrier” Christmas campaign at the Oxford Street flagship store, unveiling a series of sculptural window installations.

Each window featured curved neon forms constructed using Tagra’ 360° RGB Neon Flex. The design echoed the season’s colour palette and was shaped to create visual impact from the street.

Envisio delivered the installation, pre-shaping each segment off-site and wiring the full system ahead of delivery to streamline on-site build.

The More The Merrier Campaign

The 2024 More The Merrier campaign was developed by Selfridges in collaboration with a wide creative team including British artist Andrew Logan. It introduced festive sculpture, colour, and texture across stores in London, Birmingham, Manchester, and online.

Logan’s approach, seen in mosaic mirrors, luminous forms, and theatrical use of colour, inspired Selfridges’ Oxford Street windows.

Each one was designed as a standalone scene combining sculptural shapes, reflective finishes, and lighting that reinforced the artwork on display.

At Oxford Street, Envisio was commissioned to create one of the campaign centrepieces.

Their brief was to deliver a sculptural installation that supported the artistic concept while meeting the functional demands of a retail window: clean lines, reliable output, and minimal installation time.

Lighting The Oxford Street Display

The lighting system had to combine both structure and performance. Each segment of 360° RGB Neon Flex was shaped around laser-cut acrylic mounts, holding form across multiple curves while remaining fully visible from every angle.

The product’s sealed design allowed it to act as both a light source and framework, removing the need for diffusers or additional housing.

Once installed, it maintained consistent colour and structure throughout the entire campaign with no adjustment required.

Collaboration With Envisio

Envisio oversaw the full fabrication and installation process, including segment shaping, mounting development, and on-site sequencing.

Their approach ensured the build aligned with Selfridges’ retail calendar and could be delivered with minimal disruption.

Ultra LEDs supported early-stage product consultation, providing guidance on system performance, bend radius, and mounting best practice. The resulting installation demonstrated how flexible LED systems can meet both aesthetic and commercial requirements in high-visibility retail environments.

Behind The Lighting Display

360° RGB Neon Flex

Fully sealed and IP-rated for public-facing display use
Pre-shaped off-site and supplied with pre-wired terminations
Mounted using custom acrylic supports and clear clips

Explore More Projects

For more examples of Ultra LEDs’ lighting systems used in creative installations, read the following case studies:

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