How Fenwick’s Christmas Carol windows are reviving the magic of physical retail

Fenwick’s Christmas window has long been one of retail’s most enduring traditions, a spectacle that turns Newcastle’s Northumberland Street into a stage for festive storytelling. This year’s theme, Charles Dickens’ A Christmas Carol, goes beyond nostalgic charm - it's a statement on the value of storytelling, craftsmanship and community.

Unveiled yesterday, the windows follow Ebenezer Scrooge’s redemptive journey through hand-built Victorian scenes, from his cold counting house to the Cratchits’ warm Christmas hearth.

"I couldn’t resist the challenge," Author and Illustrator Chris Riddell OBE said of his second collaboration with the retailer. "The amazing team have turned my drawings into 3D tableaux that are breathtaking."

It’s that blend of creative collaboration and human touch that defines Fenwick’s approach. At a time when many Christmas campaigns chase viral moments, this is an experience made to be felt in person.

Executive Deputy Chair Mia Fenwick described the project as "a celebration of storytelling, creativity and festive spirit," and it’s exactly that.

The choice of A Christmas Carol also resonates symbolically. Dickens’ tale of transformation, generosity and connection mirrors the broader narrative playing out across the high street. As retailers double down on experiential strategies and community engagement, Fenwick’s focus on tradition and emotion feels like a masterclass in brand authenticity.

Community remains at the heart of it. The unveiling event invited local families, schoolchildren and hospital partners. Limited-edition A Christmas Carol baubles, chocolate collaborations with The Chocolate Smiths, and a bespoke score from The Glasshouse’s Royal Northern Sinfonia all extend that sense of locality and craft beyond the window.

Fenwick’s Christmas window proves that physical retail still has the power to enchant by creating moments of meaning.