Magic Light Pictures / Gruffalo Pop-Up Shop
Julia Donaldson & Axel Scheffler’s iconic book The Gruffalo turned 20 this year. Magic Light Pictures, the production company behind the book's BAFTA winning, Oscar-nominated animated adaptation, approached Arnie to help them organise a celebratory pop-up shop.
We settled on a 9 day run during the school holidays and set about planning a venue that could keep parents & kids busy for a whole day. After a long venue search, we found a great two-floor space in Seven Dials and built a grass-lined cinema in the basement running free screenings of Magic Light's animated adaptions of Julia & Axel’s books. Upstairs had a giant custom arts & crafts table and a story telling corner positioned in amongst the retail offering.
We did a little bit of print advertising but it was barely needed - The Gruffalo’s popularity meant that all tickets were sold out within two days of going live. From then on it was just a case of keeping the shelves stocked, the tills rolling & looking after a very special visitor who kept popping up…
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