West End's smaller streets mounting challenge for festive trade

The West End’s smaller streets are challenging the dominance of the capital’s large thoroughfares this year with their own parties and Christmas lights in a bid to tempt shoppers away from the main shopping centres.

Last night Bond Street hosted a party to celebrate its peacock illuminations — honouring the male dandies of the late 1700s who frequented the street. Dancers re-enacted the “Bond Street Roll”, the distinctive strutting walk of Beau Brummel and his cohorts.

Bond Street Development Group’s managing director Beverley Aspinall brought together experts from brands that have graced Bond Street since 1911 — Asprey, Cartier, Charbonnel et Walker, The Fine Art Society and Fenwick — to create the event.

Belgian luxury bag brand Delvaux, a favourite with stars including Sienna Miller, also chose last night to host its opening party on the street.

Ms Aspinall said the £1 million illuminations on Bond Street use more than a quarter of a million LED lights.

In Soho, Carnaby Street held a shopping party which included DJ sets from the likes of Becky Tong, The Fox Problem’s Gemma Cairney and Leah Weller.

Next week Jermyn Street will kick off its own parties with English sparkling wine brand Nyetimber teaming up with landlord The Crown Estate to launch a tasting room with master classes and parties hosted by the likes of Tatler and Harper’s Bazaar.

As part of the festivities The Crown will host a run of pop up shops and parties with new openings including grooming brand Murdock London, gift shop Atlas & I, underwear brand Hamilton & Hare, men's accessories brand Alice Made This, tie shop Marwood and leather goods maker Tusting. The street forms part of the St James’s area where The Crown is investing £500m to spruce it up.

While on Mayfair’s Mount Street — home of Scott’s restaurant and Christian Louboutin — landlord Grosvenor will host an event on Thursday November 27, with Motcomb Street, Belgrave Square Garden and Elizabeth Street to follow in December.

Shops have also been competing with their displays. Ribbon specialist VV Rouleaux in Marylebone decked out its façade to appear covered in snow.