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Fortnum & Mason Opens First New Store in the U.K. in More Than 300 Years

And the adverts poke fun at the French, bien sûr.

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Lydia Whitmore photographed Fortnum & Mason's latest campaign, announcing the opening of a Fortnum's store in St Pancras station, London.

"I didn't want the images to seem traditional or stuffy; instead, it's slick without feeling too overdone," said Whitmore.

"I had a huge surface sprayed up with the shop's key color and added a little pool of light around the objects."

Her still lifes of crumpets, biscuits, and other British fare splash across billboards in the Victorian terminus and covered the Evening Standard's Friday edition.

The cheeky taglines take aim at Paris – the destination of most Eurostar passengers ... but, really, when is déjeuner?

More here.

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