The Crown Estate

The Spirit of Christmas by Regent Street

This year, the Regent Street Christmas campaign reflects the spectacular new lights display, “The Spirit of Christmas”. The theme embraces the true meaning of the season, with giving, celebration and community at its heart. The lights are also a nod to Regent Street’s festive heritage, as it was the first Central London street to have a Christmas lights display in 1954.

The visual language of the campaign was influenced by the geometric shapes and lines of the spirits and lights themselves, complemented by festive, deep hues of blue, purple, red and green, expressed across a flexible and integrated campaign, including on-street display, print, fixed and dynamic digital opportunities.

For the screens at Oxford and Piccadilly Circus, we created animations vibrant and bright enough to catch the attention of busy shoppers, while working in conjunction with the spirits themselves. The result is a two-minute, looped animation of the iconic Regent Street R logo, transforming throughout a range of festive scenes.

“The Spirit of Christmas” has truly conveyed the importance of Christmas and reinforces Regent Street’s positioning as London’s premier shopping destination.

“There are no words effusive enough to thank you and the team at SBR for such an incredible campaign and switch on event last Thursday – it was by far the best switch on and reaction to the lights that I have ever seen.”


Tony Weston

The Crown Estate