Despite the recession, London retailers celebrate this Christmas with their elaborate and decadent themed windows

Winter creatures, fairytales, pantomimes and excessive glamour dominate retailers' windows this Christmas

The windows succeed in capturing each brand's spirit; from tasteful charm at Cartier to ?Rule Britannia' nostalgia at Liberty, to a fun humorous twist at Ted Baker

Surprisingly, use of technology is minimal – instead the brands engage and involve customers through wonderful product and quirky creations. Liberty take a unique approach through commissioning designer Luella Bartley to host Christmas

Key Learning: Retailers enter the festive period with their heads held high despite the economic doom and gloom. Rejecting the mass of sale signs found elsewhere on the high street, these stalwarts capture the magic of Christmas and remind us what retailing is all about