National Treasures from John Lewis

Published 15th May 2017

As part of John Lewis's recent launch of their new campaign celebrating the nation's favourite things, pastimes and quirks.

The summer-long campaign will shine a spotlight on the best of British life, design and culture. It will include a ‘Summer Season’ series of events and workshops that will be John Lewis’s biggest ever programme of customer activity; hundreds of events with more than 100 of the nation’s best-loved, home-grown brands.

A ‘national treasury’ pop-up shop will be unveiled in each full-line John Lewis department store, showcasing a curated collection of products that celebrate craftsmanship, creativity, charm and character. The full scale greenhouses will be a multisensory experience, brought to life with lifesize national treasures illustrations, exhibiting  best-selling products from iconic British brands including Mulberry, Hunter, Dyson, Tom Dixon, Dualit, Wedgwood and Dartington. A collection of limited edition gifts that celebrate Paul Thurlby’s unique national treasure illustrations will also be available.

The whole project is brilliant example of user centre design and the role a designer has in creating an “experience” rather than simply a product.