Thousands of people eagerly awaited Fenwick's unveiling of the iconic Christmas window for this year.
Last year saw crowds of shoppers gather to admire the charming window scene that depicted a festive Mossy Bottom Farm where Shaun the Sheep and his flock live. And in a bid to top the previous display, Fenwick unveiled this year's theme as Clarice Bean: Think Like an Elf.
Clarice Bean is a much-loved character in children's books created by award-winning children’s author and illustrator Lauren Child CBE. The display will follow the mischievous Clarice as she tries desperately hard to save her family's Christmas and stop the festive spirit from completely floating away.
Read more: Who is Clarice Bean? Fenwick's Window theme revealed as Lauren Childs character
Think Like an Elf is a tale of the unwavering Christmas spirit of the beloved character as she navigates her way to a fun-filled, circus-inspired Christmas. The story is told over the eight windows of the Northumberland Steet store frontage where viewers are introduced to her home, her family, and her friends as she attempts to bring the circus to town this Christmas.
Clarice and Fenwick share an equal love of the circus, as this year Fenwick’s 140th-anniversary celebrations drew huge influence from Arthur Fenwick’s passion for the circus. It is the first time Fenwick has worked directly with an author to design the window theme since the launch of the first Christmas window display more than 50 years ago.
The theme was officially announced on Fenwick's social media pages with thousands of excited viewers tuning in to watch the reveal on a Youtube premiere which was narrated by Lauren Child. A small number of invited guests, including children and families from Fenwick’s partner schools, hospitals and charities, watched the reveal in person.
But for everyone else, the display will be in place at Fenwick Newcastle from Monday, November 7, through to early January for all to experience and enjoy.
Mia Fenwick, CMO at Fenwick said: "The Fenwick Christmas window reveal is a much-loved annual tradition not only for our local community in Newcastle, but for the tens of thousands of people who now watch around the world.
"This year we are excited to have partnered with award-winning author, Lauren Child, to tell the story of "Clarice Bean, Think Like an Elf. Lauren is an iconic British children's author, and her beautiful portrayal of the power of Christmas to bring people together has made her the perfect partner for Fenwick.
"Our Christmas windows have long celebrated the importance of storytelling to inspire children and enable us all to build connections with each other. We are delighted to bring this year’s story to life for the global Fenwick community in our 140th anniversary year."
Lauren Child, Author of Clarice Bean: Think Like an Elf said: "I wrote Clarice Bean, Think Like an Elf during the 2020 lockdown. It was a response to the uncertainty of that time and the isolation many were suffering. I wanted the story to hold at its centre those things we came to value even more deeply: family, friends, community, and the importance of reaching out and searching for the good. It is incredible to me to have this story told across the windows of such an iconic family-owned store, and for Clarice Bean to be part of the Fenwick Christmas tradition."
In celebration of the partnership, Fenwick is offering a range of limited-edition Think Like an Elf products exclusive to Fenwick including a special edition of the tale, an advent calendar, and a bauble amongst other pieces. These not to be missed collectibles are available online now and from Fenwick Newcastle from Monday, November 7 here: https://www.fenwick.co.uk/
The Fenwick Christmas Shop featuring a wide selection of trees, decorations, hampers, food, and gifts is now open on the Lower Ground Floor of Fenwick Newcastle and online now: https://www.fenwick.co.uk/christmas
Subscribe to Fenwick Official - YouTube channel for more exclusive content throughout the festive season. You can also view the reveal here.
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