In pictures: Cath Kidston London takeover for flagship store opening

Agency Mission marked the launch of retailer Cath Kidston's flagship London store yesterday (5 Dec) with polka dot taxis, floral print graffiti and a giant Christmas present at Marble Arch.

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The event was organised by Mission to promote the opening of the brand’s largest international store at 180 Piccadilly during its 20th birthday year.

The activity began at London’s Marble Arch from 8am where passers-by enjoyed roasted chestnuts, fake snow and a choir singing Christmas carols outside a giant-sized Christmas present.

The present burst open half an hour later to reveal a convoy of Cath Kidston-branded taxis, which for one week will offer free journeys to passengers to the new retail outlet from anywhere in the capital’s zones 1 and 2 travel areas.

Streets around the 180 Piccadilly shop featured ‘clean graffiti’ with the brand’s Pete the pigeon footprints and floral print visible on pavements. A number of Barclays’ ‘Boris bikes’ had also received a makeover in the form of Cath Kidtson seat covers.

More than 150 people queued to get into the new store when the doors opened at 9.30am. The first 180 customers received a gift voucher of up to £180 to spend at the store.

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