Our 2024 Christmas Illustrations | Olaf Hejak for Fortnum & Mason
Christmas at Fortnum's is always a special time of the year, and thanks to our long history of exceptional design, it's one of the most beautiful, too.
Since our very earliest days, we've taken great pleasure in working with talented artists, designers and illustrators to make every item we make look as beautiful as possible — and this Christmas, we're delighted to have worked with renowned illustrator, Olaf Hajek, to create a series of charming, intricate and lovingly hand-painted illustrations for our festive campaign.
A technically perfect illustrator known for layering his work with flora, fauna, archaic symbols and playful details, Olaf has crafted a suite of enchanting motifs, scenes and colourful animal characters for us — culminating in the exceptional tapestry at the top of this page. Visible across our product packaging, our annual festive brochure and across our stores, his work brings all the joy of Christmas at Fortnum's to life in a gloriously vibrant fashion.
To find out how he created these extraordinary illustrations, we spoke to Olaf about his artistic process, his influences, and why he never plays favourites with the characters he creates....
Based between his city studio in Berlin and his seafront studio in Palma de Mallorca, Olaf draws inspiration from travels, both real and imagined.
"I see myself as a 'mind traveller' and even though I do a lot of real travelling, the imagination is the biggest inspiration. I love the idea of surreal fairy tails and the powerful simplicity of Folk Art.
"I worked on this project between my studios in Berlin and Palma de Mallorca. The different light and atmosphere of a city studio and a seaside studio are so inspiring and help me to generate creative energy," says Olaf.
And while Olaf's illustrations may be gracing everything from product packaging, to the Fortnum's website and the festive scenes in our printed brochures, wherever the work ends up, Olaf's creative process starts from a single point.
"I work with acrylic on wooden board [because] I love to feel the material," says Olaf.
"I try to create a texture which is full of life and feels unique. Everything for the Fortnum's Christmas Project was painted by hand and then scanned and put together for the beautiful packages and different items."
And despite the presence of so many potential standouts among his illustrations, Olaf doesn't play favourites.
"I love the idea that my imagination is coming to life and my creations become a whole big family — so, of course, I love them all equally."
As for Olaf's own plans for Christmas? He intends to spend Christmas Day under the tree in Germany, before continuing the festivities under the Mediterranean sun in Palma — with a tin of Fortnum’s Lossus biscuits firmly in hand, of course...
About Olaf
Olaf Hajek is a German-based illustrator, painter, artist, graphic designer, and author. Born in North Germany, Hajek lives in Germany, London, and New York City. Originally studying to be a graphic designer, Olaf switched to illustration and taught alongside the likes of punk fashion legend, Vivienne Westwood.
Image courtesy of olafhajek.com
