Cath Kidston’s Gift To London

By Zara Free on Friday, December 6, 2013

London looked a little prettier yesterday morning as a giant Christmas present covered in the iconic Cath Kidston floral print was installed at Marble Arch to mark the opening of the world’s largest Cath Kidston store at 180 Piccadilly.

While passers-by marvelled at the giant gift entertained by carol singers, a fleet of taxis decorated in more of the famous prints burst out of the present ready to offer free journeys to the store from anywhere in Zones 1 & 2 all week long. Seats on Boris Bikes were also covered in the prints and surrounding streets were graffitied with one of the brand’s classic designs and pigeon footprints.

The new three-storey flagship store will be home to the brand’s exclusive new Piccadilly Print range, which pays homage to London black cabs, double decker buses and the pigeons of Trafalgar Square.

At a time when it seems only the most shocking and off the wall PR stunts make the headlines, it’s great to see a brilliantly simple photo-led stunt make such a splash.