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The activation will visit the show at London Olympia between 20 and 22 February, and will then head to Birmingham National Exhibition Centre on 27 February.
The brand has worked with PrettyGreen to create an experience inspired by its marketing platform ‘Gifts as unique as you’. The centrepiece is a four-metre-tall wedding cake, constructed entirely from pieces from John Lewis’ wedding range such as TVs, cameras and lighting pieces.
Brides-to-be are also given the opportunity to prepare for the big day with a photobooth experience. Participants are offered the chance to get dressed up in a range of bridal props before they are photographed for the front cover of the John Lewis wedding edition magazine.
The A4 glossy print-out of the front cover will be given to guests to keep as a souvenir and available to share on social channels.
Lorna Brown, head of marketing for John Lewis home and technology, said: "At John Lewis, we recognise that modern weddings are evolving. Couples are increasingly personalising their big day, tailoring it to their own tastes with individual touches that make the day more meaningful.
"Engaged pairs are also living together for longer before marriage and often already have the more traditional Gift List products so are looking for something a bit different. We wanted to encourage people to think creatively when collating their lists."
Kate Morrison, client services director at PrettyGreen, added: "We are hoping that we make some real emotional engagements with couples at the show and inspire them to pick John Lewis for their wedding Gift Lists."
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