As well as brand partnerships and experiences, the campaign will also see John Lewis shop windows and interiors decorated with illustrator Paul Thurlby's artwork. The designs feature life-sized cut-outs of 220 diverse characters, as well as a range of installations within the store throughout various departments.
In addition, each John Lewis store will host a 'National Treasury' pop-up, which will take the shape of a greenhouse and will offer guests special gifts featuring Thurlby's designs.
The campaign is set to run until 20 August, and aims to transform John Lewis stores into destinations of experience.
This story first appeared on Campaign. Read the full story here.
More: In November, John Lewis opened a a winter garden pop-up on the rooftop of its Oxford Street store, which gave guests the opportunity to hire private dining lodges and take part in a range of masterclasses. Also last year, Play-Doh teamed up with the retailer to offer shoppers the chance to buy personalised tubs of the children's modelling material.
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