Elf inspired shop display brings Christmas joy back to high street

A shop display inspired by the film Elf is bringing joy to the high street to celebrate Christmas ‘being back’ after last year’s washout.

Owners of children’s shoe shop Maddie and Mark’s Shoes in Bruntsfield Place, Edinburgh, are pulling out the stops to ‘make a big statement’.

The shopfront has been decked out with holly branches, huge shiny baubles, giant candy canes and ribbons as well as North Pole furniture including a postbox for letters to Santa and a sleigh.

Children can pose for snaps in a sleigh outside the shop, which has been decked in tinsel, lights and other seasonal decorations.

Mum-of-one Jennifer Wilson, 37, came up with the idea and her daughter Ava, five, was the first child to try out the sleigh.

Jennifer said: “We always put effort into our windows but this year, especially last Christmas being so bleak, we wanted to make a big statement.

“Everyone’s excited, it’s the time to bring it back.

“This is a different level. Everyone in the high street is making a bit more effort this year.

“I think everyone wants to get together and have a good time after last year.

“I don’t think people feel the need to get more presents in, more people are enjoying the experience of Christmas and not necessarily throwing lots of money at it.

“Covid reset people’s mindsets to remember what Christmas is supposed to be about.

“I love Elf and I thought, let’s go ‘Elf’ on it.”

The shopfront was designed by specialist window dressers and events designers Quate & Co, and the intention is to raise money for the Fight Against Cancer Edinburgh (Fate) charity’s trip.

The charity is taking 24 children who have lost parents to cancer on a trip to Lapland to visit Father Christmas.