London taxis covered in Cath Kidston prints burst out of a giant Christmas present at Marble Arch yesterday to celebrate the opening of the largest Cath Kidston store in the world at 180 Piccadilly.
More than 150 people queued to get into the stores when the doors opened at 9.30am, with the first 180 customers receiving a gift voucher of up to £180 to spend in store.
The streets around the store were covered with 'clean graffiti' in one of the brand's iconic floral prints combined with London pigeon footprints. Barclays Cycle Hire users were also treated to Cath Kidston 'London Christmas' printed seat covers.
Over 20,000 products are displayed in the new flagship store across three floors including home, accessories, fashion and kids.
It will also be home to the exclusive Piccadilly Print range, which aims to capture the bright lights of the big city, paying homage to icons such as double decker buses, black taxis and pigeons.
"The launch of our London flagship is an exciting step in our strategy for growth in the UK and abroad," explained Kenny Wilson, chief executive at Cath Kidston. "Being able to open our biggest ever store in our 20th year marks a very significant and celebratory time for the Cath Kidston brand.
"We are taking everything we know our customers already love about Cath Kidston stores and building that into a new retail concept that will brighten up our customer's day and complement our brand."