Fenwick revealed its much-anticipated Newcastle Christmas window theme on Sunday night with thousands expected to queue up in the weeks leading up to Christmas.
This year’s theme, Clarice Bean: Think Like an Elf, magically depicts the much-loved character Clarice Bean trying ‘exceptionordinarily’ hard to save her family’s Christmas and stop the Christmas spirit completely floating away.
This idea was created in partnership with award-winning children’s author and illustrator Lauren Child CBE.
It is the first time, since the launch of the first Christmas window display over 50 years ago, that Fenwick has worked directly with an author to design the window theme.
Lauren Child has also provided a narration of the story to accompany the reveal, which will be premiered to a global audience on the Fenwick official YouTube channel.
The new display took place in front of a small number of invited guests, including children and families from Fenwick’s partner schools, hospitals and charities, and will be in place at Fenwick Newcastle from Monday, November 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 added: “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.”
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