In the heart of West London, one pub transforms into a spectacular winter wonderland each year, earning its reputation as the capital's most festive venue. The Churchill Arms, famed for its breathtaking Christmas display, attracts visitors from across London and around the world, from Japan to New York.
From Humble Beginnings to a Festive Phenomenon
The pub's now-legendary decorations began modestly in 1990 with a single 16-foot evergreen tree by the front door. Manager James Keough, who first started working with the pub's owners, Fuller's, in 1987, recalled the simple start. The display was such a hit that it sparked an annual tradition of expansion.
Deputy manager Dill explained how the spectacle grew organically. "It started with about five trees outside to kick off the Christmas spirit, and from there, it just grew and grew and grew," he said. The team's ethos was simple: "Why not have more? They look lovely. Why not do more and more and more?'"
The tradition reached a peak in 2020 when the pub installed over one hundred trees, a gesture intended to raise spirits for NHS staff during the pandemic. The historic building, which gets its name from Winston Churchill's grandparents and houses a Thai restaurant, has felt the impact of the annual installations. Scaffolding was required earlier this year to ensure the structure was sound for the current holiday season.
A Coordinated Effort for a Dazzling Display
This year, the display has been slightly scaled back but remains immense, featuring 55 trees sourced from City Plant Displays, a company that has worked with the pub for three decades. Connor Reyes from the contractor noted that planning begins as early as June, with the main installation taking three to four weeks.
"It's become such a staple of the festive season now that there can be a lot of pressure to keep achieving," Reyes admitted. The facade is now adorned with 300,000 energy-saving LED lights, creating a truly stunning visual effect. The display will remain lit until January 6, after which it will be meticulously dismantled.
A Global Attraction and Local Landmark
The pub's fame has spread far beyond its Kensington locale. "We're arguably the most Instagrammable pub in London," stated manager James Keough. Dill agreed, noting the constant photography and even comparing staff to celebrities due to the non-stop attention. The pub has welcomed famous faces, including footballer Reiss Nelson and EastEnders actor Jake Wood (Max Branning).
For the managers, the switch-on is a personal highlight. "When the lights turn on, that's how I know it's Christmas. It just lightens me up. It's absolutely stunning," said James. Dill reflected on the unexpected journey: "I do think it's funny that this pub was never meant to be what it is now... we can't believe that we're this busy and people want to come see us from all over the world."
From a solitary tree to an international festive destination, The Churchill Arms continues to embody the Christmas spirit, proving that a little festive cheer can grow into a beloved London tradition that captures the imagination of the world.
