The White Company are clever people.
In order to launch their AW14 collection to bloggers, they put on a private screening of Frozen and, not only that, they held it at one of the most beautiful cinemas in London.
Rapt audience of toddlers, children and parents totally guaranteed.
Last weekend we accepted their kind invitation (thank you HPMCQ) and crossed sunny London to the wonderful Electric Cinema on Portobello Road. This is a Grade 2 listed cinema which has celebrated a centenary and been through many ups and downs, until it was restored to its earlier glory by Monsoon founder Peter Simon. You can find out more about its history on the cinema’s website. The cinema today has a luxurious interior and its arch above the screen is protected by English Heritage. Instead of standard cinema seating, it has deep leather armchairs with footstools and side tables. At the back of the cinema there are three 2-seater sofas and in the front row are six double beds. In other words, what a way to watch Frozen or indeed any film.
The White Company had decorated the cinema with many of their products which would appeal to children, especially the textiles and soft toys. In my typical Londoner’s way, I was particularly drawn to the London range in the Cushions, Quilts and Throws category although I didn’t like to inspect too closely as entire families were lounging around on them on their enormous front row beds!
The film was brilliant of course, especially accompanied by popcorn and drinks. With the anthemic Let it Go ringing in our ears, the journey home clutching onto Ronnie Mini Monkey (renamed Little Monk to go with our expanding gang of soft monkeys) went much faster and with far fewer whines. With thanks to The White Company.
*Disclaimer: We were invited to a free screening at the Electric Cinema by The White Company and given some samples. All opinions are my own.