The magic of the Christmastime high street experience has undergone a wonderful digital transformation at Mayfair’s beloved Burlington Arcade this holiday season. Providing an ultra-personalised shopping experience – along with some much-needed lockdown escapism – into the many of the passage’s iconic shops and independent brands, the unique campaign, which blends both digital and in-person shopping experiences, has holiday buyers preparing for the arcade’s official opening on 2 December – when their “bespoke” experience begins.

“Bespoke at Burlington,” as it’s called, encompasses 22 of the arcade’s jewellery, watch, fashion, perfume, dining and design brands. Each shop provides can’t-miss luxuries such as an exclusive glimpse into its newest or rarest merchandise, completely personalised products – in addition to one-of-a-kind in-store events. Tantalising offers include private access to Strathberry’s handbag archives, hand-engraved watches and visitation to one of the world’s largest Rolex collections at Vintage Watch Company, as well as exclusive entry to Manolo Blahnik’s new in-store cocktail bar “Blahnik Bar,” where you can sip your favourite tipple while trying on shoes.

“Christmas is all about the traditions we create for ourselves,” said Roja Dove, one of the world’s most respected perfumers and head of Roja Parfums. “We release a small number of this candle each year, and for many of our clients the scent has become synonymous with Christmas – and a part of their Christmas tradition. That’s one of the greatest compliments to receive.” The renowned perfumery will also offer personalised fragrances for clients as well.

A similar excitement is also taking place at Carat*, where co-founder of Gentle Diamonds Scott Thompson will offer his firm’s bespoke experience: “With our Gentle Diamond offering, customers will be able to design their dream engagement ring using pure, clean, and more sustainable diamonds that don’t damage the earth.”

At the moment, interested shoppers can peruse the Burlington Arcade website and reserve bespoke appointments for December. Officially, the festivities will begin 2 December when shoppers can visit these experiences in person and soak in the holiday spirit.

David Duggan, Strathberry, Roja Parfums and Carat are partners of the American Express Shop Small Movement, which supports small businesses and local retailers across the globe.

For more information, visit shopsmall.com