Four creative Christmas showcases

Asda's Christmas showcase featured a Mountain Restaurant with live cooking demonstrations
Asda's Christmas showcase featured a Mountain Restaurant with live cooking demonstrations

It seems it's not just the month of December that London celebrates Christmas. Every June and July, event spaces are transformed into the festive season a little early as brands unveil their winter offerings.

Asda’s Christmas in July showcase

Asda’s recent Christmas in July event at One Embankment in London saw the supermarket chain unveil its Christmas line-up for 2015.

Upon entry, guests were transported away from the balmy London weather to a winter wonderland in the form of a ski resort, designed by agency Momentum Worldwide.

There was a Mountain restaurant where attendees could view live cooking demonstrations, meanwhile the Mountain Chalet displayed the George fashion and home range. Christmas-themed food and beverages were in bountiful supply, enabling guests to get into the festive spirit. 

Lidl's journey-themed Christmas preview

Working with event production company Light Motif, Lidl chose to take guests on an immersive journey through the Christmas day dinner at its annual festive-season product preview in June.

The journey began with canapés and small food, before attendees were directed to main meals ingredients such as various types of meat and sides including seafood and vegetables, as well as desserts, from the traditional pudding to lollies. Guests were then led up a case of stairs to a courtyard, which featured a pop-up bar that served Christmas-themed cocktails that were made using Lidl products.

River Island's big reveal

Fashion retailer River Island offered members of the media as well as bloggers the chance to view its Christmas collection, including clothing and home wares, ahead of time in London recently. 

Guests could snack on ice cream sandwiches in flavours such as peanut butter and jelly, and passionfruit and marshmallow, served up in brioche, white chocolate cookies or chocolate brownies. Meanwhile beverages were available from the River Island Bauble Bar. 

Cadbury’s Christmas house

Chocolate brand Cadbury created a ‘house’ complete with several different rooms for its press launch, which was held across a seventh floor suite at The May Fair Hotel in London last week.

Key features included artificial snow upon entry, a door that was designed to look like number 25 of the brand’s advent calendar, and a snowball room complete with a giant white ball pit that guests could play in.

Cadbury chocolate was in bountiful supply throughout the various rooms, and purple dressing gowns were handed out for attendees to take home.

More: Five event suppliers that can transform a Christmas party

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