Fenwick Christmas Display
Translating Classic Illustration to Immersive Environments
1. The Creative Challenge
For the second consecutive year, Saladhouse was invited to contribute to the iconic Fenwick Christmas Windows in Newcastle. The challenge was to adapt the delicate illustrations of Pauline Baynes from C.S. Lewis’s The Lion, the Witch and the Wardrobe into a high-impact, story-driven digital experience. The project required a sensitive touch: bringing heritage artwork to life without losing the enchanting quality of the original pen-and-ink style, while ensuring the animation was bold enough to capture the attention of thousands of passersby on Northumberland Street.
2. The Solution
Working with Paul Baptiste (Head of VM & Creative), we developed a narrative that integrated digital animation into physical sets via LED panels and monitors. To ensure a seamless experience, we mapped the animation to account for eye trace and physical prop placement, intentionally focusing detail on visible zones to avoid obscured areas within the 3D dioramas. Crucially, the animation cycles were meticulously timed to the average walking pace of viewers, allowing the story to unfold sequentially as the audience moved across the seven-window display.
3. The Outcome
The windows became a holiday landmark, successfully blending classic literature with modern motion design. By honouring the legacy of the original illustrations while introducing dynamic, expertly timed movement, Saladhouse helped create a festive tradition that felt both nostalgic and technologically fresh.
"Working with Scott and the Saladhouse team over the past few years on our biggest schemes of the year has been a seamless experience, the team are efficient, effective, and very creative with solutions.
Their contributions on our projects have been very helpful and the team are always there to assist whenever we need.
We look forward to many other projects with Scott and his team in the future."
Paul Baptiste - Head of VM & Creative, Fenwick
