LONDON — Brunello Cucinelli is adding a dose of Italian warmth to Harrods this holiday season with plans to take over 21 windows with a series of exclusive designs and a fantasy narrative inspired by Solomeo, the company’s home in Umbria.

The windows will be unveiled on Dec. 1, on what promises to be a big day for the company’s namesake founder. That evening, at Royal Albert Hall, Brunello Cucinelli will pick up the Outstanding Achievement accolade from the British Fashion Council during the Fashion Awards. Cucinelli and his family will be in town to unveil the Harrods windows, and cut the ribbon on the event.

The Brunello Cucinelli takeover is the latest in a series of lavish brand events that Harrods began hosting three years ago. The retailer shifted into high gear following a major in-store refurbishment of its luxury rooms and the installation of nearly 4,000 LED light bulbs that can create colorful, moving displays on the building’s facade.

In past years brands including Dior, Louis Vuitton, Burberry and Loro Piana have taken over windows, opened pop-ups and created in-store narratives as a way of engaging customers, and getting them to think beyond the products and about the culture and history of the brands.

In that spirit, Brunello Cucinelli is creating spaces near the Harrods windows that feature “immersive experiences” for customers and visitors. There will also be two themed pop-ups near the sixth and ninth doors of the department store, while in the pedestrian area near Hans Crescent a Christmas tree nearly 20 feet high will be on display.

The tree recalls a spool of cashmere thread and is topped with Solomeo’s heraldic emblem. There are clouds meant to represent dreams, and myriad twinkling lights conjuring starry skies.

Brunello Cucinelli has also created an exclusive, animated video that aims to bring the charm of Solomeo and its crafts and traditions to life. It will be projected at the main entrances of the department store and inside the pop-ups.

“Harrods is the ideal place for us to tell the story of Solomeo and its dreams, and for us to transmit the warmth and well-being that cashmere brings,” said Luca Lisandroni, co-chief executive officer of the brand, in an interview. “We hold Harrods in such high regard, and share the same values when it comes to luxury.”

The windows have been designed around the brand’s “Feelosophy” concept, which sees cashmere as a wonder material that’s warming, lightweight and long-lasting.

The brand story will be narrated by Philo, a griffin inspired by one of the symbols on Solomeo’s heraldic emblem which appears in the windows as a soft, white creature evoking cashmere fiber.

Historically, the griffin has served as a symbolic guardian of Umbrian culture and identity, and more broadly, of Italy itself. Half lion, half eagle, it embodies the elements of earth and air, representing strength and protection. The name Philo is derived from the ancient Greek word meaning “one who loves.”

The windows are meant to unfold like the chapters in a book, with Philo awakening from a deep sleep and bringing Solomeo back to life, with craftspeople working once again and people living in harmony with nature and the seasons.

Philo later transports a miniature Solomeo to London, offering Harrods visitors and passersby the chance to take a break from their busy lives, and share in Cucinelli’s cashmere-filled approach to life.

The pop-ups will offer pieces exclusive to Harrods, including casual outerwear styles in cashmere or shearling, and sweaters and cardigans in the brand’s signature soft neutrals.

For women, there will be handmade knitwear, cashmere dresses and coordinated sets and pieces from the ultra-high-end Opera collection. The seasonal motif, Croc Embroidery, features a three-dimensional texture for eveningwear and gala pieces.

Michael Ward, Harrods’ managing director, said the collaboration is part of an “ongoing storytelling journey” between Harrods and the Italian brand.

Earlier this summer the partners transformed Harrods’ new Helideck rooftop space into a tennis court to celebrate Wimbledon, while models showcased the latest Brunello Cucinelli collection.

“The festive collaboration is a natural continuation of that narrative, bringing the spirit of Solomeo to London through a poetic and immersive experience. It reflects our shared commitment to elegance and meaningful brand expression,” said Ward.

Ward described Harrods as a “global stage for brands, not just to drive commercial impact during the most important season of the year, but to tell their stories and educate customers from around the world, year-round.”

He said that through windows, pop-ups, and digital touch points, “we help brands connect emotionally with our audience, sharing their values and vision in ways that are both inspiring and lasting. It’s a strategy that now extends well beyond the festive period.”

Ward added that each collaboration is unique, “shaped by the brand’s identity. What makes Brunello Cucinelli’s Feelosophy special is its depth of storytelling. It’s not just about aesthetics — it encompasses philosophy, heritage and emotion.”

He added: “From the griffin Philo to the cashmere Christmas tree, every element is designed to evoke reflection and wonder. It’s a celebration of the brand’s values as much as style, making it one of the most soulful collaborations we’ve hosted.”