Sep 28, 2021
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Butterflies and a party will launch Carnaby Street's Christmas celebrations

Sep 28, 2021

It might be a nervous run-up to Christmas trading for many retailers, but butterflies of a different kind will welcome in the crucial winter season on London’s famous Carnaby Street.


'Carnaby Kaleidoscope’ will be this year’s theme where visitors will be “immersed” in a kaleidoscope of over 600 shimmering 3D and 2D neon butterflies. The illuminations will be turned on from Thursday 4 November alongside an experiential shopping party. 

The Christmas installation will feature across Carnaby Street, Foubert’s Place and Newburgh Street with each butterfly hand-decorated with reflective wings and bright neon patterns. The existing Carnaby arch will also shine in pink shimmer disks with brightly coloured 3D butterflies perched above.

“The unprecedented Christmas installation will highlight butterflies' powerful metaphoric representations of life exemplifying spiritual rebirth, transformation, change, hope and life. By definition, the meaning of Kaleidoscope is not only a term for a group of butterflies but also a constantly changing pattern or sequence of elements”, landlord Shaftesbury said.

Over 100 stores, bars and restaurants will come together on 4 November from 12noon-8pm, for a shopping party to offer 20% discounts along with in-store events, free drinks, goodie bags and more. 

Shopping party participating brands include Paul Smith, The North Face, Sweaty Betty, Hype, Aubin, RS No.9 Carnaby, MAC, Nobody’s Child, Superga, Barbour, Too Faced, Puma, Scotch & Soda, Havaianas, Muji, War Paint for Men, Skin Laundry and Samsoe & Samsoe, among others.

There will also be live music on Ganton Street from Sister Suzie and salsa band Conjunto Sabroso among others. Activations include Christmas wreath making, glitter makeovers and more. 

The installation is in collaboration with charity partner Choose Love, to highlight and support the need to raise funds for refugees around the world, with an additional fundraising stream for Afghan refugees. 

Choose Love will have a pop up at 3 Carnaby Street selling a line up of limited edition products, with celebrity guests. 

Simon Quayle, director of Shaftesbury, said: This year’s butterfly theme represents a time of change and emergence, something we’ve all gone through during recent times, and we look forward to welcoming visitors to Carnaby to experience this beautiful and unique installation”.

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