Giant models arrive in Cardiff as part of John Lewis marketing campaign

A photocall with a difference took place on Cardiff’s City Hall lawn this morning (September 14) at 10.30am to mark the countdown to the opening of John Lewis Cardiff on September 24.

Supersize versions of some of the shop’s merchandise will be popping up in the city over the next two weeks. A giant handbag, a chair and a blender ranging from 10ft to 15ft tall will appear on Churchill Way, Working Street and City Hall Lawn between September 14 and September 28.

The first installation of a 15ft chair took at City Hall lawn on Monday morning and Cardiff Council Leader Cllr Rodney Berman and John Lewis managing director Liz Mihell were there to see the first superstructure unveiled at 10.30am.

The huge models have been designed to bring John Lewis products to life as part of the marketing campaign for the new Cardiff shop. Motorists won’t be able to miss the eye-catching structures which illustrate the diverse assortment of products available in John Lewis.

The models have been created by Cardiff company Specialist Models who also produce props and sets for Dr Who and Big Brother.

Cllr Berman said, “Council Leader Cllr Rodney Berman said, "Cardiff is eagerly anticipating the launch of John Lewis and I am sure the unveiling of these fantastic structures in the heart of the city today will only heighten that anticipation.

"The structures clearly show that something big is happening in Cardiff and we are delighted that we are going to be home to John Lewis's biggest shop outside Oxford Street.

"It also demonstrates that despite the current economic climate Cardiff is a city which continues to see investment and the creation of high quality jobs showing just how desirable a place the Welsh capital has become to work, live and visit."

John Lewis Cardiff managing director Liz Mihell said: “The Cardiff shop will be the largest John Lewis outside London, so it seems appropriate to mark the opening with supersized products.”

The structures will be installed at Churchill Way (handbag), Working Street (blender) and City Hall Lawn (Chair) from 7.30am on September 14.