In pictures: Brands activate at Fitzrovia Takeover

Yesterday (30 November) several brands with stores in Fitzrovia, central London, welcomed guests inside for food, drink and discounts.


Brands taking part included Muji, Waterstones, T2, Hotel Chocolat, Paperchase, Lombok, Dwell, Multiyork and more. 

Guests with a wristband were able to recieve discounts in participating stores, and were invited to take part in the respective experiences different brands were offering.

Tea and teaware brand T2 provided visitors with a free cup of chai tea, as well as a master class demonstrating how to make the perfect chai this winter. Confectionary brand Hotel Chocolat staged a chocolate tasting, furniture company Lombok offered guests festive nibbles and a glass of prosecco and stationery brand Paperchase put on a free personalisation service, as well as free drop in card making.

Sofa and homeware brand Multiyork created an evening to celebrate colour, which featured 3D art from artist Lucy Storrs and a free design service.

Guests were also able to purchase a unique Fitzrovia themed wrapping paper created by London based artist, Helen Unsworth. All proceeds of donations from the paper will go to the Children’s Ward of UCLH, allowing members of staff to purchase home comforts for the children during their stay this Christmas.

On 6 November, Oxford Street and children's charity the NSPCC partnered for its Christmas Light Switch On. On 5 December, rum brand The Kraken will bring an alternative black Christmas to London.

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