John Lewis will publish a book full of abstract and seemingly non-sensical images and writings about the John Lewis partners and the history of the brand.

 

Some of these will be newspaper articles (real and fictional), photos of past and present products, records of previous staff, facts relating to the brand, cultural events, reviews of products and abstract stories relating to advertising campaigns.

 

The book will be available at a discounted price to John Lewis Members and those that own My Waitrose cards. Hidden amongst this book will be a series of clues, encryptions, red-herrings and maps that when uncovered will eventually lead the reader to a hidden prize that is buried somewhere inside a John Lewis store.

 

Those that participate in the treasure hunt will be able to log their process via an app or website. This is important as new clues, red-herrings and incentives will be posted, texted or emailed to those that do this when they reach certain levels.

 

Some of the clues in the book will lead to other activities such as directing the reader to a website or a video online. The content of the websites and videos will change over time but always reveal more clues. There will be one-off clues hidden in John Lewis adverts as well. 

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Whilst there will be a major prize many other smaller prizes will exist alongside it, this could be finding a vintage John Lewis product at the back of a junk shop that has a riddle written inside it. There will be some clues that reveal a location with a date which will be the only time that a new clue can be found there.

 

Some clues will be written on the labels of John Lewis clothes in certain stores whilst some might be posted to a John Lewis member who has found a certain number of clues. These date specific events may be instore and feature characters from the book, for example a vintage housewife will give a cookery demonstration and hand out product information leaflets with new clues on them. Another example will be a pop-up 1864 drapery store in the basement of the Oxford Street John Lewis where you can go and take tea. None of these events will be publicised, the only people with any idea they are happening will be those that have figured out the answers.

 

People who walk past these events may be entertained or engaged by them but unless they are already aware of the book they won’t be able to relate the events to it. The experience will stretch over several months due to the nature of the time specific pop-up events to gather more clues.