Unwrap the Unexpected

King’s Cross is redefining the London Christmas experience with its new festive campaign, *Unwrap the Unexpected*, created by elvis. Signaling an evolution in strategy, the campaign spotlights the full festive offering at King’s Cross—from shopping, food and entertainment to seasonal events and independent markets. Building on the previous *Shop Off Piste* platform, it positions the destination as the antidote to ordinary Christmas shopping, blending curated local, high street and high-end brands with unique festive experiences in a traffic-free setting just five minutes from King’s Cross station.

Rolled out across two creative executions—one retail-focused, featuring fashion, homeware, wellness, beauty and kidswear, and another highlighting the broader experiential offer including Club Curling, festive markets, seasonal dining and events—the campaign takes a bold step away from Christmas clichés. Instead of traditional red-and-green palettes, it uses torn wrapping paper as a striking graphic device to bring the idea of “unwrapping the unexpected” to life. Models styled entirely in looks from King’s Boulevard and Coal Drops Yard reinforce its fashion credentials.

Targeting Londoners and visitors from surrounding counties, the campaign aims to appeal to experience-driven consumers seeking festive outings that feel more social, sustainable and surprising.