We are of course talking about the Fenwick animated Christmas window, which has been illuminating the busy shopping thoroughfare of Northumberland Street for over 45 years.
The magical moving display at the flagship department store in the Fenwick group is expected to attract more than 2,000 spectators on its opening night when the closely-guarded theme is revealed at long last.
Visitors who first came to see the windows 30 or 40 years ago have since brought their children and grandchildren to experience the enchanting atmosphere together, often travelling miles to view it up close.
The complex and detailed process involves elaborate storyboards designed in collaboration with German company One World Studio, which creates displays all around the world. The transition from initial sketches to the finished product is the combined effort of a skilled team of artists, animators, technicians, musicians and window dressers.
When the directors of Fenwick took the bold decision to devote the entire window to animation, the debut window display was based upon the popular TV series Camberwick Green. Since then it has featured characters including Oliver Twist, The Snowman, Peter Pan, Alice in Wonderland and Santa Claus over the years.
Inspired by the 150th Anniversary of Beatrix Potter, 2016 saw the most popular of Potter’s much-loved stories depicted in the display, including the iconic Peter Rabbit in the first scene, followed by Jeremy Fisher, Jemima Puddle-Duck and the Tailor of Gloucester.