Strictly Come Dancing judge Darcey Bussell was enlisted to pull the switch to reveal the district’s first-ever Christmas lights, which are complete with video animations and projections in constant transformation.
Brightly lit circular objects could be seen hanging above, with some featuring Jo Malone branding, meanwhile others showcased Regent Street’s recently revamped logo.
The installation by Act Lighting Design is designed to symbolise the suspension of time.
White Jo Malone branded cars complete with green ribbons could be found on Regent Street on the day. Brand representatives dressed in suits accompanied the bespoke automobiles, and were on hand to provide information about Jo Malone’s Christmas collections.
The street was closed off from 12pm to make way for the celebrations, which included live entertainment hosted by Classic FM presenters Myleene Klass and Aled Jones.
The cast of Charlie and the Chocolate Factory, soprano star Laura Wright and British trumpet soloist Alison Balsom all performed live with the Philharmonia Orchestra during the event.
Cheryl Joannides, vice president general manager, Jo Malone London, said: "This is Jo Malone London’s first Christmas on Regent Street and, to mark the opening of our global flagship, we are delighted to be the first brand to sponsor the new Christmas Lights design.
"This year’s theme of ‘Timeless Elegance’ celebrates the rich heritage and sophistication of both Jo Malone London and Regent Street itself and a festive spirit, which lies at the heart of the Jo Malone London brand. We look forward to welcoming customers to Regent Street this Christmas."
Annie Walker, director of the Regent Street Association, added: "The switch-on of the Regent Street Christmas Lights truly marks the start of the festive season. Shoppers were able to enjoy the glamour of London’s most iconic shopping destination along with live performances and entertainment for all the family to enjoy."