Mulberry has launched a light projection art project and a short film to celebrate the British tradition of festive storytelling, under the #MulberryLights campaign.
The brand has commissioned the first Young People’s Laureate for London, Caleb Femi, to create a poem and short film on the theme of “The Season of Light.” Selected excerpts from the poem will be projected onto landmarks throughout the UK, and will also appear on this season’s festive gift wrapping and selected gift items.
Proceeds from this gifts capsule, which includes teddy bears, notebooks, pin badges, and candles, will be donated to Beam – a UK charity that provides education and training for people who have experienced homelessness.
Throughout the campaign, followers of Mulberry on Instagram will have the chance to win a festive experience at the Mulberry factory in Somerset by using the brands filter on their stories with the tag #MulberryLights.
Mulberry has also launched a new line of festive gifts and stocking filers including stickers, purses, keyrings, and accessories. Two new bags – the Darley Shoulder Bag and the Belted Bayswater Satchel, as well as tartan versions of the classic Millie and Iris bags have also been added to the product lineup.
In-store shoppers will have the chance to take part in seasonal experiences throughout the festive period, including carol singing, candle and wreath making, and light-inspired photobooths to create their own greetings card.
An embroidery personalisation service will be available exclusively at the Bond Street store, and new pop-up stores will launch at Gatwick and Canary Wharf, as well as a pub-inspired space at Royal Exchange London, which will offer personalised services and private shopping events.