Set to be officially unveiled in the hotel’s historic marble-floored lobby on November 25, the centerpiece holiday installation will completely reimagine the traditional festive experience. Built directly into the sturdy branches of a classic fir tree and illuminated by a constellation of twinkling lights, Hindmarch’s creation will transform the space into an enchanting, oversized treehouse. According to early previews from the hotel, the design promises to evoke a nostalgic fairy-tale world, heavily layered with the designer’s signature playful details and whimsical touches that have long defined her eponymous luxury brand.
For Hindmarch, taking on the commission is a deeply personal endeavor rooted in lifelong memories of London’s elite social scene. Claridge’s has always held a cherished place in her personal history, long before she became a household name in the global accessories market.
“Claridge’s has always been special to me,” Hindmarch reflected. “There is something about crossing that marble entrance, that sweeping staircase, those Deco doors. I had my 21st birthday there many moons ago, and for my family, it has always been a place of special celebrations and a place to make memories.”
The designer added that she hopes the intricate, nostalgic treehouse installation will serve as a magical backdrop for both international guests and local visitors to forge their own unforgettable festive memories inside the historic Brook Street institution.
Thomas Kochs, managing director of the prestigious Maybourne-owned hotel situated in the heart of Mayfair, expressed immense enthusiasm for the upcoming holiday collaboration. He noted that the partnership effortlessly brings together two quintessentially British entities known for their commitment to craftsmanship, heritage, and creative excellence.
Kochs praised Hindmarch’s distinct creative vision and her famously playful, tongue-in-cheek design style, offering a tantalizing hint that further details regarding the multi-faceted partnership will be revealed next year as the relationship continues to evolve.
The unveiling of the Claridge’s Christmas tree has evolved over the years into a major cultural and seasonal fixture in the London calendar, widely recognized as the unofficial starting gun for the capital’s festive period. The holiday installation draws crowds of curious Londoners, design enthusiasts, and international travelers alike, all eager to see how the hotel’s chosen creative visionary interprets the spirit of the season within the iconic Art Deco lobby.
This year’s holiday project marks a major milestone for the Mayfair landmark, representing the 16th consecutive year that the hotel has handed over its festive canvas to a high-profile guest designer, artist, or fashion house. Over the past decade and a half, the commission has become one of the most coveted and prestigious design assignments in the global fashion and luxury industries.
The tradition of high-fashion holiday collaborations at Claridge’s boasts an illustrious roll call of previous design luminaries. The roster of past collaborators includes some of the most celebrated creative directors and fashion houses of the modern era, such as the late, legendary Karl Lagerfeld, Kim Jones during his tenure at Dior, Sandra Choi representing Jimmy Choo, and luxury leather goods giant Louis Vuitton.
Other notable names who have previously reimagined the hotel’s festive focal point include Christian Louboutin, menswear icon Sir Paul Smith, Diane von Furstenberg, and prominent British fashion figures such as Christopher Bailey, the former chief creative and executive officer of Burberry, as well as Burberry’s current chief creative officer, Daniel Lee.
As preparations quietly get underway behind the scenes ahead of the grand reveal on November 25, anticipation continues to build across Mayfair. With Anya Hindmarch now added to the prestigious lineage of Claridge’s holiday designers, this year’s treehouse installation is shaping up to be one of the most talked-about artistic spectacles of the London winter season.
