Sandra Choi

Jimmy Choo’s Sandra Choi on Designing a New Type of Christmas Tree for Claridge’s Hotel

Jimmy Choo’s Sandra Choi on Designing a New Type of Christmas Tree for Claridge’s Hotel

LONDON — It’s a Jimmy Choo Christmas.
The luxury accessories brand’s creative director Sandra Choi has unveiled her Christmas tree design for London’s Claridge’s hotel in Mayfair.

The brightest and most animated in the hotel’s history, the tree is a minimal geometric shape lit by white lights with a double-knotted neon pink bow.

“The bow as a symbol of bringing things together and this united ceremony is what I wanted to portray,” Choi told WWD on the morning of the tree’s big unveiling.

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“The tree itself was a symbol to the core of our brand because what does Jimmy Choo mean? Glamour always comes like a boomerang,” she added. Glamour is a running motif in the brand’s winter 2022 campaign shot at the famous hotel, starring Iris Law, Mica Argaňaraz and Stan Taylor, photographed by Angelo Pennetta.

The tree has been given the name of The Diamond.

The tree has been given the name of The Diamond, a nod to the brand’s regalia-like accessories. The designer wanted to translate the allure of Jimmy Choo’s through light in collaboration with set designer Simon Costin who worked on the tree that stands more than five meters tall and took more than 350 hours to construct. 

“We chatted and we dissected what it means to use light as a whole idea into the future. It’s about stepping inside the jaw, which I talk about often. Claridge’s is a place of heritage, it’s iconic and for us at Jimmy Choo, we needed to bring that glamour that Claridge’s has,” Choi said.

Simplicity and upcycling were at the forefront of Choi and Costin’s ideation when they met to plan the project. 

“We produce a lot of stuff and Christmas is one of those times where you’re overloaded with things to bring the festivities alive, but we wanted to minimize the stuff element and have the ability to upcycle certain parts of the tree. We haven’t got there yet, but it’s something we discussed last night. What do we do with the materials and what do they mean to us?” said Choi, who will be hosting a cocktail party at the hotel on Wednesday evening to celebrate the tree commission.

Sandra Choi outside Claridge’s hotel in London.

Courtesy of Jimmy Choo

Christmas for Choi is all about treating others. Her most memorable memory of the holiday is from 2019 when her family took a trip to Lapland in Finland, she said.

“We packed our bags, went to the cold and had a white Christmas. It was incredibly magical because it’s not about stuff, but rather just being together,” said Choi, who will be celebrating Christmas with her sister in Wales this year.

“I have volunteered my sister to treat me,” she said, jokingly.

Choi has already started forward planning for 2023, and hinted at a mentoring program in the works. 

“I’m really into seeing what the new generation is looking at. I’ve got teams of people I work with and I always chat to them about what they see and how they feel. I’ve been in this brand for so long, I’ve seen it all, but to actually see it from another lens is very important,” she said.

Choi hinted at another project set for spring 2023 that she describes as a “nostalgic childhood project that is really artful, creative and feminine at the same time.”

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