Liberty Is Getting A Wicked Makeover This Christmas

Ready to defy gravity this Christmas? Ahead of the release of Wicked in cinemas this November, Universal Pictures has teamed up with Liberty on a takeover of the iconic London department store. We’ve got all the details.

What To Expect From The Wicked Takeover At Liberty

A trip to Oz is on the cards for Londoners this season, as Wicked is set to spread some magic across the city – starting with Soho hotspot Liberty. Taking over the store windows and atrium, the pop-up will encourage guests to take an ‘unexpected and journey through the fantabulous land of Oz’, and explore a range of gifts and exclusive Oz-inspired creations.

‘We are thrilled to collaborate with Universal Pictures to bring the world of Wicked to life at Liberty this Christmas,’ said Sarah Coonan, Managing Director of Liberty. ‘Both Wicked and Liberty are steeped in rich storytelling, creativity, and a spirit of individuality, which makes this partnership a perfect fit.

‘At Liberty, we have always championed the finest in art and design, and this collaboration allows us to showcase the magical synergy between Wicked‘s enchanting world and our own heritage of bold, imaginative expression. Together, we invite our customers to “Find Magic Within” as they experience a holiday season filled with wonder, beauty and discovery.’

Highlights

As mentioned, the Wicked x Liberty experience will feature a complete takeover of the store’s windows and central atrium, with an immersive space created by the Liberty Visual team in partnership with Universal Pictures. The shop windows will play a central role in this collaborative mode of storytelling. Telling the story of Elphaba and Glinda, the displays reimagine the characters and storyline ‘through delicate cherry blossoms, twisted wooden branches, and glimmering emeralds set against opalescent pink and green clouds.’

And while typically known for its unique Christmas displays and suspended Christmas trees, the store’s Central Atrium is also the subject of a festive Wicked takeover. There won’t be a tree taking centre stage this year. Instead, a striking interpretation of the Wizard of Oz’s mechanical head will be suspended mid-air. Crafted from fiber glass and meticulously hand-painted to resemble carved wood, it will act as the takeover’s dramatic, festive centrepiece.

In terms of exclusive gifts and creations, Liberty will also be marking the collaboration by releasing two new prints: Dazzling Cosmopolitan and Tulip Harvest.

Alongside the store-wide takeover, Ariana Grande’s R.E.M. Beauty will be making its official at Liberty. Launching with an exclusive pop-up, the brand will be offering Liberty visitors a first-hand look at the brand and festive gifting.

When Does It Open?

Wicked activations will open at Liberty (Regent Street, London W1B 5AH) from 7 November 2024, and will continue throughout the festive period. libertylondon.com

Images courtesy of Liberty