The Goring, a grand hotel with impeccable manners and a mischievous sense of humour, unveils its 2026 Christmas tree partnership with British heritage house Asprey London. Bringing together two British icons, the Tree-mendous tree is an expression of the spirit that unites them: a spectacularly whimsical centrepiece celebrating the joyful chaos that makes Christmas truly magical.
Notorious for its spectacular Christmas parties, The Goring always pulls the stops out during the festive season and this year the iconic hotel will continue to raise the bar with its Tree-mendous Tree designed by Asprey’s long-time creative collaborator Max Hurd.
The Tree-mendous Tree playfully reimagines the traditional Christmas tree. Crowned with an oversized bow that has slipped from the top before finding itself elegantly tied halfway down, the dramatic ribbon tails soar towards the ceiling playfully. Decorations are scattered in disarray to nod to the mayhem of the festive season.
The installation embodies both Asprey and The Goring’s dry wit and personality, inviting guests to look beyond the twinkling lights. Asprey has spent 245 years creating extraordinary objects that balance impeccable craftsmanship with imagination, humour and character.
Founded in 1781, Asprey has become synonymous with British luxury, craftsmanship and innovation. Asprey’s story is inseparable from that of British royalty. Known as “The Queen’s Gift Shop”, Asprey has always regarded this epithet as both a privilege and a responsibility. This enduring association dates back to 1862, when Queen Victoria granted the House its first Royal Warrant for dressing and writing cases and travelling bags. Asprey has held a Royal Warrant ever since, for every British monarch through to Queen Elizabeth II. Asprey’s creations have also shaped cultural history through bespoke commissions for some of the most defining figures of the modern era – from a cigar case for Winston Churchill, to a chess set commissioned by Beatles’ Ringo Starr, and Margaret Thatcher’s famed black handbag. Today, its collections continue to celebrate storytelling, craftsmanship and the unexpected, encouraging discovery and delight in the smallest details.
CEO of The Goring, Jeremy Goring, comments: “We wanted a tree that’s elegant, a little imperfect, and just the right amount of mad – much like Christmas at The Goring.”
John Rigas, Chairman of Asprey London, adds: “Asprey and The Goring share an appreciation for things done beautifully, with character and a sense of humour. Max Hurd’s tree will bring the playful side of Asprey into a wonderful, welcoming setting, with details that invite guests to look a little closer and smile.”
Since opening its doors in 1910, The Goring has remained one of London’s most beloved addresses for an impeccably English Christmas, full of timeless elegance and festive spirit. This season, guests can gather beneath the Tree-mendous Tree before enjoying Michelin-starred dining by Executive Chef Graham Squire, festive afternoon tea in The Veranda and endless glasses of mulled wine beside roaring fires – because no Christmas at The Goring would be complete without a little magic and a little mischief.