Christy x Wimbledon Harrods Experience

How do you celebrate one of Britain’s most enduring partnerships and bring its story to life for a new generation?

As Christy marks 39 years of crafting The Official Wimbledon Towel, the opportunity was to elevate a relationship already embedded in the fabric of the Championships. This was about expressing the richness of that legacy, celebrating a product that has become synonymous with the rituals of Wimbledon and the British summer.

From centre court to the picnic lawn, the towel is no longer just part of the game. It is part of the experience. The challenge was to capture that shift, transforming an iconic product into a cultural moment people can step into and share.

We developed “Lawn Days by Christy,” a concept designed to reframe the towel as part of the Wimbledon ritual, not just something you use, but something you experience.

The retail experience, delivered at Harrods and across flagship London windows at John Lewis Oxford Street and Peter Jones, Chelsea, invites visitors to step into Wimbledon their way. Barefoot on the grass, towel beneath them, strawberries in hand. It is immersive, tactile and inherently social.

At the heart of the space sits an oversized English garden installation, layered with crochet strawberries, tennis balls and florals. Theatre-led visual merchandising, dense product displays and a central personalisation station transform retail into participation, encouraging discovery, interaction and shareable moments.

The result is a multi-sensory retail experience that positions Christy at the centre of Wimbledon culture, not just as a product brand, but as part of the season itself.

By shifting the narrative from performance to lifestyle, the experience drives engagement, extends dwell time and creates a stronger emotional connection with the brand. It transforms a functional purchase into a memorable moment, reinforcing Christy’s role within the rituals of British summer.