Arighi Bianchi turns Macclesfield store into 110ft advent calendar

Macclesfield furniture retailer Arighi Bianchi has turned the front of its historic store into a 110ft advent calendar as the centrepiece of its Christmas marketing.

The family-run business, among the most recognised independents in the North West, is supporting the installation with showroom events, seasonal displays, a charity gift collection and the chance to win a trip to New York, going beyond standard festive advertising.

The 45ft-wide calendar illuminates the Grade II-listed building’s arched windows. Its festive illustrations were drawn by 52 Whirley Primary School pupils, whose original pieces will also be displayed in the showroom. Rail passengers to and from Manchester can see it too.

Chief executive Sarah Bianchi said the campaign is part of a “wider marketing strategy focused on giving customers reasons to engage with the brand beyond major furniture purchases.”

She said: “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.

“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 seasonal programme includes shopping events, festive displays and a Father Christmas family fun day. Visitors can also win a New York trip via Postcards From…, the latest in a run of destination-themed promotions linking interiors, travel and the store experience.

Arighi Bianchi is also working with partner Little Cherubs to gather Christmas presents for families in need, inviting customers and local businesses to donate.

The work with the school came about after a visit by the Bianchi family this year, during which pupils staged a play telling the story of the business, founded in 1854.

Bianchi said: “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.”