Created by Glasgow-based itison founder Oli Norman, Elfingrove began with a simple ambition: to create a Christmas experience worthy of Glasgow.
Since launching in 2019, more than 400,000 people have experienced Elfingrove. For 2026, it has been completely reimagined.
Two years in the making, the new production represents a £2 million creative investment, bringing together storytelling, animation, projection, lighting, sound and live theatrical production inside one of Glasgow’s most iconic buildings.
At its heart is a belief in the power of immersive experiences to transport people somewhere else. To dream, to wonder and, for a little while, to believe in the magic of Christmas.
Kelvingrove Art Gallery & Museum is central to that experience. We are proud to showcase this extraordinary building in a completely new way, introducing new families to its spaces while creating something that could only exist here in Glasgow.
Elfingrove is proudly rooted in the city. The production creates over 100 local creative, technical and hospitality jobs, brings tens of thousands of visitors into the city and supports surrounding restaurants, bars, hotels and businesses.
Through the E.L.F. Fund, we also work with local schools, charities and community organisations to help families who might otherwise miss out on experiencing the magic of Elfingrove.
Each year, the event is brought to life by an exceptional team of artists, animators, designers, musicians, technicians, producers and performers.