Selfridges – Luxury Branded Advent Calendar with Premium Rigid Box Packaging

Selfridges, one of London’s most prestigious department stores, is known worldwide for its curated selection of luxury fashion, cosmetics, and home goods. With its distinctive architecture, award-winning window displays, and bespoke customer experiences, Selfridges represents the epitome of high-end retail. In 2021, the brand launched a luxury advent calendar designed to reflect its elegant image while offering beauty enthusiasts a sophisticated way to count down to Christmas.

With customer demand rising for exclusive, bespoke advent calendars, Selfridges introduced a limited-edition product filled with high-end cosmetics and skincare items — reinforcing its position as a go-to destination for premium gifting. This seasonal release not only delighted shoppers but also served as a highly effective promotional advent calendar, driving traffic and sales both in-store and online.

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Selfridges Luxury Branded Advent Calendar

Premium Advent Calendar with Rigid Construction and Distinctive Presentation

The Selfridges cosmetic advent calendar was built using 3000 micron rigid board to ensure durability, structure, and premium weight — ideal for housing delicate beauty items. The external design featured a half clamshell-style opening, with both doors hinged directly to the outer case. Once opened, the two doors revealed a carefully constructed tray that aligned seamlessly within the case for a polished and elegant presentation.

The inner structure included a custom yellow branded plaque positioned at the centre, providing an eye-catching moment of brand reinforcement when the doors were closed. This feature elevated the branded advent calendar into something far more than packaging — it became a gift-worthy display piece.

Dimensions: 495mm (L) x 360mm (H) x 105mm (D)

This level of craftsmanship reflects Magellan’s expertise as leading advent calendar manufacturers, with careful attention to alignment, strength, and visual harmony.

Premium Advent Calendar

Custom Advent Calendar Interior with Branded Drawer System

Inside, the custom advent calendar featured 25 individually designed drawers in a variety of sizes, all produced using 1000 micron rigid board. The varied drawer sizes not only created a sense of excitement and discovery each day but also allowed the brand to include a range of full-sized and deluxe miniature products.

Each drawer was housed in a shelving unit built from 3mm rigid board and wrapped in the same blue used throughout the calendar to maintain brand cohesion. Internally, the drawers were finished with yellow shredded tissue and fully lined in the Selfridges signature yellow, creating a seamless unboxing experience that highlighted every detail.

The combination of colour, materials, and scale transformed this luxurious advent calendar into a memorable keepsake, one that embodied the Selfridges brand at every layer — from the outer wrap to the final drawer.

Custom Advent Calendar Interior

Printed Advent Calendar with Foil Finishes and Brand Detailing

The outer design of the calendar featured a luxurious gold foil technical illustration of the Selfridges building, highlighting its architectural beauty and historic prestige. This same gold foil was used for the company’s logo on the front and across each of the drawer numbers and border patterns, enhancing the tactile elegance of the piece.

A branded plaque in Selfridges’ signature yellow colour was added to the front of the calendar for instant brand recognition — making it a prime example of a logo advent calendar that also functions as a marketing tool. On the reverse, the calendar featured full-colour printing with detailed information and subtle product messaging under the title The Selfridges Beauty Advent Calendar 2021.

Together, the thoughtful finishing touches and high-end materials made this project a showcase of what’s possible in beauty advent calendars, cosmetic advent calendars, and corporate branded advent calendars designed for luxury retailers. Perfect as a promotional advent calendar, seasonal product launch, or corporate gift, this bespoke creation proved that premium packaging can transform a tradition into an unforgettable brand experience.

Printed Advent Calendar

Our Case Studies

MS Lending – 3 Years of Projects

From 2022 to 2024, Magellan crafted luxury advent calendars with miniature drinks and chocolates for MS Lending, combining festive gifting with brand impact..

Geoteric

Magellan designed a premium branded desktop advent calendar for Geoteric, combining festive charm with professional impact.

Rigby Capital Europe

Magellan created a bespoke 16-day luxury advent calendar for Rigby Capital Europe, combining premium packaging and curated gifts to deliver an elegant and impactful corporate gifting experience.

Latest Blog Posts

We and our clients were so impressed with the Luxury Drink Advent Calendars. Such a fun and inventive way to promote our company!

MS Lending

Harrods do Luxury Beauty Advent Calendars every year! They are such a great way to get people excited about what we offer.

Harrods

Everyone loved the traditional advent calendars and matching card. Would definitely recommend this as a small gift to clients.

NAVIEN

We did branded chocolate advent calendars in 2021 and were amazed with the results. We have been and will continue to get more with a different design every year.

CARWOW