Lush Cosmetics has teamed up with StudioXag to transform the lower floor of its Oxford Street store into a retro cinema, which will also serve popcorn, drinks and more substantial dishes from an on-site tuck shop.
The space promises to bring the festive films to life through the use of scent and props. It will host free screenings of animated films The Grinch Who Stole Christmas, The Snowman and A Charlie Brown Christmas throughout the day from 11am.
Feature films Elf, Home Alone and High Fidelity will be shown from 7pm, five evenings per week.
Bookings are essential, and can be made by phoning or emailing the Lush Oxford Street store.
The brand is encouraging customers to share their experiences by tweeting @gorillaperfumes and using the #ScentedCinema hashtag.
Earlier this month Molton Brown unveiled a five-car fleet of scented taxis to celebrate Christmas, meanwhile Starbucks landed a four-metre high scented Christmas tree made of its iconic red cups at London's King's Cross station.
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