Behind the Scenes: How Christmas at 8 Northumberland Avenue Comes to Life
Creating Christmas at 8 Northumberland Avenue is a year-round process. From developing each theme to transforming the venue, every detail is carefully considered.
We spoke to Creative Lead Maddie Blake to gain a behind-the-scenes insight into the creativity, planning and expertise behind Christmas at the venue.
How would you describe your role in bringing Christmas to life at the venue?
I’m involved from the very beginning, shaping the story behind each theme and ensuring every creative idea can be brought to life within the venue. My role brings together marketing, sales, operations and production to take each Christmas theme from concept to guest experience.
What does the creative planning process look like from start to finish?
A Year in the Making
Creating Christmas at 8 Northumberland Avenue is a year-long creative journey. From developing the initial concept and refining the vision to collaborating with suppliers and transforming the venue in just three days, every stage plays a part in bringing the final experience to life.
“You have to trust the vision and the process.”
When you design a theme, what are the first few things you think about?
Every theme starts with three questions:
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What’s the story?
Everything begins with the narrative. We don’t just create a theme; we create a story that guests can follow throughout the venue. Whether it’s two connected spaces or one whole-venue experience, every detail needs to feel like part of the same journey.
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How do we make it tangible?
Once we have the story, it’s about translating it from paper into reality. We start thinking about what needs to go into the space from entertainment and styling to the finer design details to make the concept feel immersive.
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Can we deliver it?
Finally, we put the idea through an operational lens. Every Christmas event is different, so the theme must work around each client’s events as well as the practicalities of the venue. It’s about balancing creativity with logistics, ensuring every event feels personal while delivering the same exceptional festive experience.
What would you say is the hardest part of turning the idea into a real space?
Working in a Grade II listed building naturally comes with its challenges. There are elements we simply can’t alter, so every theme must work with the venue’s architecture and operational requirements. The challenge is finding new ways to transform the same spaces year after year while respecting the building’s character.
That’s where our trusted AV and production partners, Opal Fusion, play an invaluable role. Their knowledge of the venue means they understand exactly what’s possible, helping us push creative boundaries within those constraints.
The other challenge is remembering that we’re not designing for one event but creating a festive experience that works for every client who celebrates with us. Every Christmas event has its own objectives, entertainment and guest journey, so the theme needs to be flexible enough to adapt while maintaining its impact.
What part of the process do you enjoy the most?
Definitely the early creative stages. I love building mood boards, exploring ideas and seeing how a theme starts to take shape, there’s something really exciting about taking a blank canvas and turning it into a clear creative vision.
How do you make sure every area of the venue feels connected to the overall concept?
For me, it’s all about the touchpoints. The first impression sets the tone for the evening, so we consider every moment of the guest journey, from the entrance and lighting to the music, entertainment and atmosphere throughout the venue. The aim is for guests to feel part of the story from the moment they arrive, not just when they step into the ballroom.
Entertainment also plays a key role in bringing the concept to life. By carefully placing performers throughout the venue, we’re able to extend the story beyond the décor.
“It’s often the smallest details that have the biggest impact.”
How do you balance creativity with practical considerations like budget, timings and logistics?
It’s a constant balancing act. Every creative idea is measured against budget, timings and whether it can be delivered successfully at the scale we’re working with. As the concept evolves, we work closely with suppliers to ensure every design choice is practical, impactful and enhances the guest experience.
What do you think you’ve learned over the process and period you’ve been doing Christmas for?
One of our biggest lessons has been to work with the venue, not against it. 8 Northumberland Avenue already has such a strong identity, and we’ve found that themes which complement the building always create the most immersive experience. If a concept doesn’t naturally suit the space, it can fall flat, placing too much onus on guests to imagine the story and often requiring a much bigger budget to achieve the same impact.
Last year’s Dreamers’ Ball is a great example of this. The masquerade-inspired theme worked in harmony with the grandeur of our Victorian ballroom. By designing with the building’s character in mind, every element felt more cohesive and authentic.
What makes something feel high-end or special versus average?
For me, it comes down to quality and attention to detail. Every theme should complement the venue rather than compete with it, creating an experience that feels immersive and considered.
We also work with trusted suppliers who understand both the venue and our creative vision, ensuring every detail is delivered to the highest standard.
It’s the combination of thoughtful design, trusted partnerships and meticulous execution that elevates an experience from memorable to truly exceptional.
Without giving too much away, what can guests expect from this year’s City of Stars theme?
This year, guests will step into the glamour and nostalgia of classic cinema, inspired by the magic of old movie theatres rather than the clichés of Hollywood. Luxurious velvet textures, dramatic lighting, soft piano melodies and jazz-inspired soundscapes will create an atmosphere that feels like stepping into a beautifully crafted film set.
Alongside the main space, the Midnight Lion Jazz Bar will bring its own distinctive character, blending live entertainment with the energy of a hidden late-night venue.
Together, they’ll create an immersive Christmas experience unlike any other, with a few surprises we’ll be keeping under wraps… for now.
Christmas 2026 at 8 Northumberland Avenue
This season, the story continues with City of Stars. A celebration beneath a twilight skyline, where shimmering lights, cinematic glamour and festive wonder come together to create an unforgettable Christmas experience.
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