‘We run the most Christmassy pub in London – here’s why people travel far and wide to see us’

You’ve all seen it, we imagine.

Crowds of people clumped together surrounding west London’s brightest – and most festive pub.

And while the Churchill Arms isn’t the only pub in London to put on a display over the festive period – it certainly is the most noticeable.

The pub gets its name from a pair of famous visitors – former Prime Minister Winston Churchill’s grandparents.

Inside the doors, you’ll find a typical London pub, with a Thai restaurant tucked into the back.

Over Christmas however, you’ll see thousands sparkling lights, decorations, and one year, even mounted Fraser firs.

Manager James Keough first began working with the brewery Fullers, who own the pub, in 1987. He told Metro the festive decor first came about in 1990.

‘I came back to The Churchill Arms 12 years ago, and I’ve been here ever since,’ he said, smiling.

That year, the pub only had one tree – a 16-foot evergreen near the front door. But it was such a hit that they asked their contractor to go all out the next year.

‘It just grew and grew and grew’

Deputy manager Dill told Metro: ‘‘It started with about five trees outside to kick off the Christmas spirit, and from there, it just grew and grew and grew, and it became what it is now.

‘It all started off very small and organic and became the big old monster it is now. We thought, “Alright, we’ve done five trees this year. Why not have more? They look lovely. Why not do more and more and more?’ and it just kept growing and growing.’

In 2020, the pub went viral for putting more than a hundred trees on it, which the landlords said was in a bid to raise the spirits of NHS staff during the pandemic. They were installed all the way to the top of the roof.

But the annual display is starting to take its toll on the historic building. Earlier this year, scaffolding had to be erected to ensure the pub was in tip-top shape before this holiday season.

‘As you can imagine, bricks and water don’t go too well together,’ Dill added, referencing the spring and summertime flowers which adorn the walls.

‘There can be a lot of pressure’

This year, the pub has scaled back – but only a small amount. There are only 55 trees this year on the exterior, all sourced from City Plant Displays, who have been working with the Churchill Arms to decorate it for 30 years.

‘Our trees come from abroad, working with trusted growers to ensure the high standards of James and everyone at The Churchill Arms and Fullers are met,’ Conner Reyes, from City Plant Displays, said.

‘The process for the Christmas display starts all the way back in June when we start talking about changes and requirements. We all like to add bits each year, to give it a feeling of evolution,’ he added.

‘The main installation process typically takes around 3-4 weeks, and requires a big team. It’s become such a staple of the festive season now that there can be a lot of pressure to keep achieving, but we’re really lucky that all the different teams work really well together.’

This year, 300,000 energy-saving LED lights are adorning the facade of the pub this year.

‘It’s absolutely stunning’

Though the pub is loved by Londoners, visitors from as far away from Japan, Australia and New York make the trek to see the dazzling display.

‘We’re arguably the most Instagrammable pub in London,’ James said.

Dill agreed. ‘People are nonstop taking photos everywhere and filming us inside the pub. I almost say the staff are celebrities because we constantly have paparazzi taking photos of us.’

Celebrities often pop by as well. Footballer Rhys Nelson came by last week, and EastEnders legend Max Branning made an appearance last year, Dill said.

When asked if he’s seen any TikTokers filming videos outside of the pub, James laughed: ‘Oh, there are loads of them. We’re happy to serve everyone.’

This year’s light display will last until January 6, when the contractors will meticulously remove the lights and trees until next year’s display.

James, the current manager, added: ‘When the lights turn on, that’s how I know it’s Christmas. It just lightens me up. It’s absolutely stunning.’

Dill said: ‘I do think it’s funny that this pub was never meant to be what it is now. It’s amazing to get all this support from everyone, and I can’t believe that we’re this busy and people want to come see us from all over the world, and we really appreciate it.’

Get in touch with our news team by emailing us at webnews@metro.co.uk.

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