19 November 2025

NK Unveils 2025 Holiday Windows Celebrating Pippi Longstocking

Christmas at Nordiska Kompaniet has officially begun with the reveal of the new holiday shopping windows. This year, NK’s 110th anniversary coincides with Pippi Longstocking’s 80th anniversary, and Pippi takes center stage in the department stores, becoming a playful element in NK’s own environments and expressions.

A Century-Old Christmas Tradition Lives On

For over a century, NK’s holiday shopping windows have been one of Sweden’s most beloved Christmas traditions, with the theme kept strictly secret until unveiling day.

sketching — Behind the scenes at Ray Atelier. Photos: © Marc Zacharoff

This year’s theme celebrates two Swedish cultural icons through a unique collaboration with The Astrid Lindgren Company, NK, and the creative studio Ray Atelier. It also ties in with the story of how the first Pippi book became a success in retail during the Christmas season in 1945.

Pippi Moves Into NK Stockholm and Gothenburg

In the shop windows in Stockholm and Gothenburg, visitors can see how Pippi moves in and makes herself at home at NK.

The scenes take place in the department store’s most iconic environments, where Pippi, together with Mr. Nilsson, the Horse, Tommy and Annika, let imagination and the joy of discovery run free. The window displays weave together Pippi’s courage and playfulness with NK’s classic elegance, creating an inclusive Christmas experience for the whole family.

“Christmas at NK is always magical, but this year it feels like a fairytale. To celebrate both Pippi’s 80th anniversary and NK’s 110th anniversary through a unique collaboration with the Astrid Lindgren Company is a great honor. Together we have created Christmas displays that celebrate imagination, courage, and joy – values that unite both Pippi and NK – and which we hope will inspire both children and adults to believe in the playful and unexpected”, says Karin Wickberg, Marketing Manager at NK.

“Be More Pippi has been our main message during the anniversary year. It is therefore wonderful to let Pippi’s playfulness, courage and unfailing ability to turn everyday life into an adventure take place in something as iconic as NK’s holiday windows. It’s obvious that people should dance with the tree and not around it, and that flour is perfect for making snow angels. We hope that all children, young and old, will be inspired to live out their Christmas the Pippi way”, says Karolina Arenhäll Wersäll, Head of Brand and Marketing at Astrid Lindgren Aktiebolag.

parade — Pippi at the inauguration in Stockholm. Photos: © Dan Sjunnesson

The windows were unveiled on Sunday, November 16, drawing a long line of eager visitors waiting for their first glimpse. As always, the theme had been kept strictly secret. Santa Claus and Pippi Longstocking themselves attended the inauguration in Stockholm, greeting guests with music and the opportunity to hand in their wish lists.

Events Throughout December

Pippi is not only present in the windows but also inside the department store. At the main entrance of NK Stockholm, the large Christmas tree now has legs sporting Pippi-style socks. Additional events throughout December include a treasure hunt with Mr. Nilsson and sing-alongs with Pippi.