Laings has lit up its new Glasgow home for Christmas.
The family-owned jeweller has switched on the festive lights at its flagship Rowan House showroom on Buchanan Street. It will be the first Christmas for Laings at the Victoria building, which the historic firm relaunched following a multi-million-pound refurbishment project earlier this year.
Laings launched its new festive campaign, The Heart of Christmas, when it unveiled a bespoke installation covering the front of Rowan House last night. The installation, created in collaboration with Blachere Illumination, is made up of more than 22,296 LED bulbs, capped by a gold sparkling bow that wraps around the front of the B-listed building.
Laings’ managing director Stuart McDowell said: “We are all incredibly pleased with the reveal of our festive décor and the response it has had. With this being our first Christmas in our flagship showroom and our first year in Glasgow with a street-facing position, we knew we wanted to bring something impactful to passers-by. This time of year is special for so many of us and we wanted to capture its magic in our displays.”
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Alongside the light display, Laings has embellished the balcony with festive foliage and trees, above which a train set sits. Inside the showroom, the festive feeling is continued through the touches of Wildflower, the Edinburgh installation company.
Shoppers can view the jeweller’s festive campaign in Laings’ showrooms across the UK and online.
Marketing director Sally Pearson said: “To us, Christmas gifting is more than just material possession, it should symbolise our emotions and be a reflection of our relationships with each other. Whilst jewellery and watch gifting has long been a tradition in many cultures and for many different occasions, we wanted to celebrate the love that this represents, one that is the essence of forever and we believe this new campaign captures that.”
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