Fenwick has revealed its highly-anticipated 2022 Christmas window theme as 'Clarice Bean: Think Like an Elf.'
The popular retailer teamed up with award-winning children’s author and illustrator Lauren Child CBE to bring a beloved children's book character to life. The magical scenes follow Clarice Bean as she desperately tries to save her family's Christmas and stop the festive spirit from completely floating away.
Think Like an Elf is a tale of the unwavering Christmas spirit of the beloved Clarice Bean 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.
Read more: Who is Clarice Bean? Fenwick's Window theme revealed as Lauren Childs character
It is the first time that 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 on Sunday night with thousands tuning in to the reveal on Youtube 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 incredible reveal in person. However, 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: "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: "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."
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.
And to make this year's magical display even more special, Fenwick has collaborated with Sage Gateshead, one of the world’s leading music centres in the North East. This will mark the first time in the 50-year history of the themed Fenwick Christmas window that a live recording will be used to accompany the display.
Royal Northern Sinfonia, orchestra of Sage Gateshead, has recorded well-known and loved excerpts from Tchaikovsky’s The Nutcracker. The music was carefully selected to compliment the mischievous nature of author Lauren Child's Clarice Bean, the star of this year’s display.
Abigail Pogson, Managing Director of Sage Gateshead said: "Sage Gateshead is excited to play a part in this year’s Fenwick Window display. By providing the musical backdrop to one of the region’s most loved Christmas traditions, we are not only showcasing a growing partnership between Sage Gateshead and Fenwick, we’re also making a bit of local history.
"Sage Gateshead and Fenwick are rooted in the North and we are for the North. This Christmas everybody will be looking for some extra cheer and we hope our contribution to this year’s window will bring just that."
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/
You can also learn more about Lauren and Clarice's world as she discusses her creative journey with broadcaster Clara Amfo for the next episode the ‘The Woman Who…’, Fenwick’s very own podcast series. This episode will be available to listen to on Thursday, November 10. Subscribe now: https://www.fenwick.co.uk/events/event/?cid=8be3e61d-7519-4ec9-b966-6fc3b4887c9a
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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