John Lewis yesterday marked four days to go until the Games by wrapping four of its shops around the country in giant banners to celebrate London 2012.
As the official department store provider to the London 2012 Olympic and Paralympic Games, John Lewis’ flagship shop on Oxford Street was wrapped in a giant London 2012 inspired Union flag.
The unveiling forms part of a visual campaign which also saw John Lewis shops in Stratford City, Cardiff and Sheffield decked out with patriotic banners.
At 8am yesterday in London, abseilers fixed the final panel of the wrap around the Oxford Street branch while the Stratford City branch revealed two large vinyl stickers on each side of the shop overlooking the Olympic Park. The vinyls continue the theme of John Lewis’s latest print advertising campaign, by creating an image of a gold medal made up of products sold by the retailer.
At Cardiff and Sheffield, John Lewis has worked with fellow London 2012 partner adidas to install giant banners and wraps. An 80 foot image of Team GB athlete Tom Daley is on display across the front of the Cardiff store while shoppers at the Sheffield store are greeted by a 40 foot image of Team GB athlete and local girl Jessica Ennis.
John Lewis director of selling operations Nat Wakely said: “London 2012 is a once in a lifetime sporting event and we’re immensely proud to be a sponsor and to be able to demonstrate our support in such a spectacular way. The campaign to wrap and vinyl four of our shops further cements our commitment to the Games and is our way of getting behind Team GB and Paralympics GB.”