John Lewis has opened its Christmas shop in the Oxford Street location this week, and is rolling over in the rest of the stores from 25th of September until the 5th of October. More than opening date (earlier than before), or the number of Christmas trees showcased in the "Christmas Forest", the most interesting innovation is a 360° visit of the floor with the possibility to buy a selection of products. The visit is accessible here. Acknowledging that Christmas might feel different to UK customers this year, the retailer decided to transfer the experience online in the hope to boost sales of gifts and Christmas decoration.

It feels at the same time odd and comforting to navigate in an empty store with a google street-like way of hovering in the various aisles. The department store is reproduced at the finest detail possible, and allows to immerge oneself into the visit. The limited and guided choices of what is available for purchase feels however somehow frustrating, as well as the fact that a click on said products gets you out of the page to land on a standard e-commerce feature.

John Lewis & Partners launches Christmas Shop including first ever virtual shop tour