It’s one of the things I most miss about London. The big dept store windows, Somerset House ice rink and tree and the Claridge’s lobby tree. The latter always a source of big unveiling and a launch party (natch!) with the focus on the designer serving up the tree design much anticipated. In the past, there’s been trees by famous fashion florist, McQueens (2012), Alber Elbaz at Lanvin (2011) and Dolce & Gabbana (2013 & 2014). Now, it’s over to CEO and Chief Creative of Burberry, Christopher Bailey, to Burberry British a tree for a hotel that’s as much an institution as the weather and the Burberry Mac.
This year’s Claridge’s Christmas Tree draws inspiration from Burberry’s longstanding heritage of providing protection against the elements, and the brand’s history in pushing digital boundaries through its physical experiences. The motion responsive Christmas Tree features almost 100 umbrellas, each finished in bespoke gold and silver metallic fabric. The tree’s 77,000 individual lights will be triggered as guests walk by the tree, sending thousands of twinkling beams into the hotel’s lobby each time someone interacts with it. That’s likely to be a lot in this famous foyer.
Christopher Bailey said “It is so wonderful to see the tree in such an incredible setting as part of Claridge’s seasonal celebrations, I hope that it helps to bring guests a sense of festive fun.”
Claridge’s and Burberry’s longstanding relationship has been enjoyed by guests of the sumptuous hotel for years, most famously with the offering of Heritage Trench Coats in all of the hotel’s suites. This festive season, ‘Burberry Bellboys’ will also be on hand to help guests with their Christmas wish lists.
My only confusion lies in the on-going pushing of Snapchat by Burberry to *ahem* older consumers when the average age of a Snapchat user is so young. Burberry has designed a Snapchat geo-filter that will enable all Snapchat users to frame their snaps with metallic Burberry umbrellas inspired by those on the Christmas Tree. The bespoke filter is accessible to all visitors to Claridge’s throughout the festive season on the platform. Great news if you’re a wealthy tasteful teen. Well, at least it’s different from the near-naked selfies Snapchat is usually reserved for.
Interestingly, Claridge’s and Burberry’s longstanding relationship has been enjoyed by guests of the hotel for years, most famously with the offering of Heritage Trench Coats in all of the hotel’s suites. This festive season, ‘Burberry Bellboys’ will also be on hand to help guests with their Christmas wish lists. Much more tasteful.
To celebrate the Claridge’s Christmas Tree unveiling, Christopher Bailey and Claridge’s host a private party on the stairs of the hotel’s lobby this evening. As I say, one of the reasons I miss London at this time of year.