John Lewis launched its summer campaign last week, on the theme of “National Treasures”. The campaign celebrates the best of British life, design, and culture, and there are hundreds of customer events planned all over the country.
The campaign will run across the company’s website and social media channels and in all 48 John Lewis stores. Campaign imagery is created by illustrator Paul Thurlby and represents symbols of the iconic British summertime including ice cream by the seaside, park picnics, and the importance of carrying an umbrella at all times.
John Lewis windows and interiors will be decorated with the illustrations, including a display of 220 different characters in the Oxford street atrium.
Workshops and events are set to include printmaking, creative barbecues, scent discovery, and wellbeing. National Treasures pop-up shops will also be available in several branches as greenhouses containing a curated selection of products from iconic British brands including Mulberry, Hunter, Dyson, Tom Dixon, Dualit, Wedgwood and Dartington.
The Oxford street flagship store will also open Britain’s smallest pub – the Gardeners Arms on the John Lewis Gardening Society rooftop, offering garden outdoor seating and traditional British food and drink. Peter Jones in Chelsea will also host the Wedgwood Tea Conservatory, serving floral tea in a specially designed Wedgwood setting.
Peter Cross, director of customer experience at John Lewis, said: “Summer is a period we perhaps haven’t put as much energy into in the past and that’s something we now want to change. This campaign is about showing John Lewis really gets the quirks of British summertime and making the in-store experience something unique compared to our online.”
“We’ve come together with some of the country’s best brands and most talented national treasures to bring what we believe to be a collection of truly inspiring, immersive, interesting and innovative experiences to our customers across the country. Customers will be able to visit our shops and leave having learnt, laughed at, tried and tasted some of our nation’s absolute favourite things, which we know our customers love.”
It’s hoped that with this and future campaigns, customers will benefit from an interactive shopping experience at John Lewis all year round and not just at Christmas.
The campaign is set to run until 20 August.