Fortnum & Mason's 'Masters of Merry' campaign celebrates how the brand has mastered the art of merriment and the magic of Christmas year on year, throughout its long history.
This year, the windows capture key festive motifs all with moving elements and with food and drink as the focus.
In one window, a turkey - complete with paper hat - bursts out from a giant cracker while its glittering trimmings, sprouts and all, orbit around the bird.
In another window, a Christmas tree is made entirely out of champagne glasses with twinkling lights, depicting bubbly, cascading down and around.
Elsewhere, a majestic metallic lobster is revealed from under a huge cloche, surrounded by gold prawns standing to attention, while a herd of mince pies with flapping wings pull a sleigh, led by a pie with red, shiny cherries on top nodding to Rudolph.