In the week that marks the start of the London 2012 Olympic games, core British retailer John Lewis shows its supportive sporting colours by wrapping four high-profile stores in celebratory banners.
As the official department store provider to the Olympic and Paralympic games, this extravagant showcase may come as no surprise, yet it’s easy to forget where loyalties lie as the opening ceremony races ever closer, and the UK soaks up all things sporting.
The brands’ new visual campaign, acted out in a suitably active and sports-worthy manner, was unfurled at 8am on Monday 23rdJuly, as working together with co Olympic sponsor adidas, abseilers unfurled Union Flag wrapping around John Lewis’ flagship Oxford Street branch. Stores in Cardiff, Sheffield, and Stratford City (which in prime position next to the Olympic Stadium is adorned with an ever-optimistic, and hopefully competitor- intimidating gold medal design) have also received a vinyl wrapped revamp.
Nat Wakely, John Lewis’ Director of Selling Operations stated that having backed the original London Olympic bid, the brand was “immensely proud to be a sponsor and able to demonstrate 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.”
So as an 80ft image of Team GB athlete Tom Daley watches over Cardiff, and a 40ft Jessica Ennis surveys those arriving into Sheffield, the rest of the high street and retailers the world over will have a giant task to match up to when it comes to showcasing their own London 2012 Olympic support.