The AKA partnerships team have delivered a major collaboration between Liberty of London and the Royal Opera House to celebrate the Royal Ballet’s The Nutcracker.
We worked with Liberty throughout the year to draw inspiration from original Royal Opera House set, costume and stage designs in order to create a full suite of Christmas windows incorporating moving puppets to capture the essence of the ballet. For the first time in Liberty’s history the windows are exclusive to a partner with no Liberty merchandise on display.
To watch a short film of the windows in action click here.
Liberty’s building interior has been restyled to replicate the auditorium of the Royal Opera House with velvet swags and the fitting of replicas of the theatre’s distinctive red wall lights. To mark the unveiling of the windows The Royal Ballet performed scenes from The Nutcracker on a purpose built stage on the shop floor to an audience of 400 invited guests and celebrities. Later in November Kevin O’Hare, director of the Royal Ballet, will complete the Christmas activity by hosting an exclusive Q&A event at the store.
Expanding the partnership further Liberty’s Christmas magazine ran a fashion-led Nutcracker inspired photoshoot with members of the Royal Ballet as models and dedicated the cover story to the partnership. Featuring items from Lanvin, Balenciaga Oscar de la Renta the shoot appears in print and online.
The partnership has been supported by numerous magazines and newspapers including features in the Evening Standard and Time Out. Vogue’s December issue labelled the partnership as ‘a super-collaboration’ and Mary Portas described the unveiling event as ‘retail theatre at its best’.