Arighi Bianchi puts 110ft advent calendar at heart of Christmas retail campaign

Signalling the start of Christmas, Arighi Bianchi has once again transformed it iconic store front into a giant illuminated advent calendar.

Independent furniture retailer Arighi Bianchi has transformed its historic store façade into a giant illuminated advent calendar, placing the 110ft-high display at the centre of a Christmas campaign designed to give customers more reasons to visit.

The family-run retailer is combining the installation with showroom events, seasonal product displays, a New York prize trip and a charitable gift collection, using its landmark building to attract attention during the Christmas trading period.

Measuring 45ft wide, the advent calendar illuminates the arched windows of the Grade II listed store in Macclesfield. This year’s design features Christmas illustrations contributed by 52 pupils from Whirley Primary School, whose original artwork will also be exhibited inside the showroom.

For CEO Sarah Bianchi, the display forms part of a wider approach to keeping the furniture store relevant to customers between major purchases.

“Furniture isn’t something people buy every week. We have to give customers reasons to come back between purchases, whether that’s to explore our accessories, meet friends at the café or attend an event,” she said.

“The advent calendar gives people another reason to make the trip. They might first come to see the windows, but it’s also an opportunity to bring them inside and show them parts of the business they haven’t visited before.

“As an independent retailer, we can make full use of the character of our building and involve people in ways that are particular to us. Having children’s artwork in the windows gives families a personal connection to the store, which is something a standard Christmas display wouldn’t achieve.”

The festive programme includes shopping events, seasonal displays and a family fun day with Father Christmas. Visitors will also have the opportunity to win a trip to New York through the retailer’s latest Postcards From… campaign.

The New York promotion continues a series of destination-inspired campaigns through which Arighi Bianchi has connected interiors, travel and in-store experiences.

Alongside the commercial activity, the retailer is collecting Christmas gifts for families in need through its partnership with Little Cherubs, inviting customers and local businesses to contribute.

The school collaboration follows a visit by the Bianchi family earlier this year, when pupils performed a play about the history of the business, which was established in 1854.

Bianchi added: “There’s a commercial purpose to creating a store people want to spend time in, but it takes consistent work. The windows draw attention; what customers find when they walk through the door has to give them a reason to return.”