The project
For the 2025 festive season, Brunello Cucinelli staged Feelosophy, an artistic and retail takeover of Harrods. The narrative centred on Philo, the griffin of Solomeo, who was introduced through an animated film in which cashmere textures became landscapes expressing the values of the brand.
Running from 1 December to 2 January, the installation filled 28 Brompton Road windows with sculptural details, handmade elements and digital media. A six-metre Christmas tree inspired by cashmere and a customised Roast & Bake truck at the entrance carried the theme further, while two indoor pop-ups extended the experience with an exclusive capsule collection.
The project was developed over nine months. Axielab led the creative direction, and Pardgroup took charge of production, fabrication, logistics and installation, which was completed over six nights with 60 installers on site each evening. The finished scheme brought craft, storytelling and technical execution together across the windows, the entrance and the shop floor.
The category
Festive Display celebrates Christmas and seasonal schemes, in windows or in store, that pair creative flair with a better customer experience. It looks for displays that capture the spirit of the season while remaining true to the brand behind them.
Read the full criteriaHow it meets the criteria
The theme was built around Philo, the griffin of Solomeo, and an animated film that recast cashmere textures as landscapes, echoed in a cashmere-inspired six-metre tree.
The takeover reached shoppers from 28 Brompton Road windows and a customised Roast & Bake truck at the entrance through to two indoor pop-ups with an exclusive capsule.
Cashmere, handmade elements and the griffin of Solomeo were used to express Brunello Cucinelli's values through a Christmas narrative.
2026 winners
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