John Lewis has unveiled an experience-focused campaign called “National Treasures”, which celebrates the British summertime.
Illustrations by artist Paul Thurlby can be seen in the windows and throughout all 48 John Lewis stores in the UK, celebrating all aspects of the British summertime, from sunburn and ice cream vans to fish and chips at the seaside.
Alongside the campaign, which runs until 20 August, John Lewis will present its biggest and most interactive programme of customer activities to date, including masterclasses, seminars and workshops.
Visitors to the John Lewis flagship on Oxford Street will be able to escape to the Gardening Society themed rooftop space, where the retailer has set up a small pub called the Gardeners’ Arms. Fitness and gardening classes will also be hosted on the rooftop.
Peter Cross, director of customer experience at John Lewis, said: “We wanted to create an integrated campaign that celebrates those iconic moments and traditions that make us who we are as a nation.”