London's best Christmas-window displays

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Second only to the John Lewis Christmas advert, nothing marks the start of the festive season in Britain – and the subsequent shopping frenzy – quite like the unveiling of Christmas windows up and down the high street. In this digital age, the pressure to create the most Instagram-worthy masterpieces has led retailers to push the boundaries of both creativity and technology, and the best of this year's displays are certainly worth a real-life visit.

A Very British Fairy Tale, a concept created by Burberry and Harrods, is one of the most ambitious. Presented by actress Lily James earlier this month, it unfurls along Brompton Road across 29 windows of the famous department store, telling the story of two children on an adventure through a snow-swept country house. It reflects the quintessential English appeal of the fashion brand, which has created an exclusive collection of limited-edition clothing, accessories and gifts that are featured within the display. The interactive windows also allow visitors to play with the lighting and music through touch triggers and motion sensors.

For less whimsical, more cheeky fun, Selfridges has called on the man himself – Santa – for a humorous take on the season of festivities. Here he shows us how to celebrate in style, from his private jet to the dreaded office party, with a merry band of chicly outfitted friends in a bold and bright display that features nearly 100 disco balls.

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Fortnum and Mason has opted for a rather more serious message, and one that seems all too relevant in the current political climate. Its Together We're Merrier campaign celebrates the importance not only of family and friends but also of making peace with our foes. The series of nine windows details stories of classic arch-enemies, including the Wolf and the Sheep and the tongue-in-cheek Boy and the Brussels Sprouts. Each tale has been charmingly brought to life by illustrator Brett Ryder, whose designs have been hand-sculpted into 3D characters and then intricately painted by theatre make-up artists.