Liberty is partnering with Universal Pictures and the highly anticipated movie, Wicked for a special Christmas makeover.
Starting from 7 November, the luxury department store will commemorate the festive season with a ‘celebration of Wicked’s epic tale of friendship, empowerment and defiance’, reported TheIndustry.beauty.
Activity will include a complete takeover of the store’s windows and central atrium, created by the Liberty visual team in partnership with Universal Pictures.
Key cinematic elements will be showcased in the windows through Art Deco and Art Nouveau influences, with the evolving friendship between Elphaba (Cynthia Erivo) and Glinda (Ariana Grande) reimagined with their character arcs brought to life through delicate cherry blossoms, twisted wooden branches and glimmering emeralds set against opalescent pink and green clouds.
There will also be a full-scale installation inside the department store.
R.E.M. beauty by Ariana Grande will have an exclusive pop-up, while other launches will include an ‘Oz-inspired’ edit, plus two new prints inspired by the collaboration by Liberty Fabrics.
“We are thrilled to collaborate with Universal Pictures to bring the world of Wicked to life at Liberty this Christmas,” commented Sarah Coonan, md at 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.”
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