Working closely with the Editorial, Marketing and in-house Photo Studio teams, I developed the creative direction and editorial design of the guide. As part of the concept development, I also organised a cross-team research visit to the Royal Opera House, using the experience to gather references and inspiration for the wider Christmas campaign.

Beyond the publication itself, I helped translate the concept into its physical distribution, designing magazine stands, trolleys and countertop display trays. The finished guide was distributed across all four Selfridges stores, included as a supplement in The Sunday Times, and sent directly to Selfridges VIP customers.