Nothing says Christmas like the launch of the Claridge’s tree. Every year, it marks the beginning of the festive season, with a whole host of top designers having been enlisted to create their own installation over the years. The chosen one for 2022? Jimmy Choo’s creative director Sandra Choi, a long-time friend of the hotel, who will unveil her work on 23 November.
Once again, it’s set to be a feast for the eyes. Named ‘The Diamond’, the tree will be made from reflective mirrors, and accented with light which will pulse and undulate. The diamond symbol has always been important for Jimmy Choo – and Choi has said she often dreams about what it would be like to step inside one, hence the design of the sculpture, which allows guests to actually enter the shimmering space. It will be topped with a giant, glittering bow topper – a nod to one of the key motifs of the brand’s winter collection.
‘Claridge’s is a London icon,’ said Choi. ‘The perfect blend of glamour and decadence – great things happen at Claridge’s. There’s a magic energy as you enter the doors that’s contagious, from the warmth of the staff to the discrete buzz of guests in the lobby. And at night the hotel invites you to party. Claridge’s is a London jewel, it’s multifaceted, like the diamond that inspired our tree, like Jimmy Choo.’
Choi – who is also the niece of Choo himself – has worked at the iconic footwear label since 1989, becoming creative director in 2013. She has been a pivotal part of transforming the brand into a global powerhouse, worn on red carpets all over the world, with a fanbase that includes everyone from Kate Middleton to Beyoncé. Choo is most famous for its shoes, but it also has a strong handbag and fragrance offering – plus a growing men’s collection.
It’s a perfect fit for Claridge’s, one of London’s most famous and glamorous hotels. Part of the Maybourne Group, which also includes The Connaught and The Berkeley, it’s home to a selection of chic restaurants and bars, including the recently added cocktail hotspot, The Painter’s Room, plus a brand-new spa.
Claridge’s General Manager Paul Jackson said: ‘I am delighted to welcome Sandra Choi to bring Jimmy Choo’s distinct glamour to the hotel. Christmas is always a truly magical time of year for us here at Claridge’s and this year, we look forward to seeing guests and visitors step inside Jimmy Choo’s sparkling world.’