John Lewis Lane is designed for the festival’s audience of children under 10 to play shop in a purpose built high street.
Staffed by actors and John Lewis staff, there will be six shops to visit including a village store, gadget shop, pet shop, art shop, music shop and fancy dress. Each of them will offer a child-friendly, interactive experience.
Mark Stringer, founder of Pretty Green, said: "We’re delighted to be working with John Lewis on such an interesting project. It was a dream brief from a dream client. John Lewis Lane seemed like the perfect creative to bring John Lewis to life in this unique festival environment."
Rachel Swift of John Lewis added: "This is an exciting opportunity to bring the John Lewis brand to whole new generation of customers. John Lewis Lane is a fun and interactive experience that will surprise and delight adults and children alike."
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