At the heart of Leicester’s vibrant and multicultural city, the John Lewis store has made community celebration a central part of its in-store experience.
Led by Brand Experience Manager Vaishali Solanki, the team has been actively creating opportunities for people from across the city’s diverse communities to connect, share traditions and feel represented within one of the city’s most recognisable retail spaces.
Picture credit: John Lewis
For the Leicester team, these events are about much more than entertainment or footfall. They are a deliberate effort to reflect the city the store serves. Leicester is one of the UK’s most culturally diverse cities, and the store believes its spaces should mirror that diversity while providing a welcoming platform where different cultures can be recognised and celebrated.
Over the past year alone, the team delivered 54 events spanning beauty, fashion, home and community. Each one was designed not only to inspire customers but also to create moments of connection between people who may not otherwise cross paths.
“We are honoured to provide a platform for celebrating our diverse community by bringing cultural experiences into the branch throughout the year.”
“This has been made possible by fostering meaningful connections with representatives from various organisations and community groups. We look forward to continuing this for years to come,” said Vaishali Solanki, Brand Experience Manager to the store.
Working with local partners has been central to making these celebrations authentic and meaningful. Throughout 2025, the store collaborated with community organisations, artists and cultural groups to bring experiences into the branch that reflect Leicester’s rich cultural landscape.
Events ranged from Chinese New Year celebrations – including a silk painting workshop with artist Siyuan, known as The Peony Girl, and a food demonstration with chef Kwoklyn Wan – to Vaisakhi celebrations that brought together Sikh entrepreneurs, artists and poets for the store’s first Vaisakhi Bazaar in partnership with Guru Nanak Aid.
Picture credit: John Lewis
The store also continued its commitment to celebrating Black History Month, hosting a range of activities including a carnival parade, soca fitness sessions, an ethnic fashion show and a unique visit from the Urban Equestrian Academy. The appearance of horses Benjamin and Joey in the city centre created a memorable moment that brought people together from all backgrounds.
Salwa Tebai Zampaladus, Operations Manager for the Urban Equestrian Team, said the experience highlighted how shared moments can break down barriers.
“Horses have this incredible ability to connect people. For a moment, nothing else matters – just the shared joy and respect for these beautiful animals,” she said. “Seeing people come together during Black History Month in such a positive way was truly heartwarming.”
The store’s Diwali celebrations have also become an annual highlight. For the past four years, John Lewis Leicester has partnered with BAPS Swaminarayan Sanstha to host colourful displays, craft stalls, henna artistry and performances such as a high-energy Bollywood dance showcase by BollyARKK Dance Academy.
For the dance academy, the partnership demonstrates how major brands can help amplify cultural traditions.
“Celebrating Diwali in a space like this allows us to share the joy, colour and energy of Bollywood dance with a wider audience,” the academy said. “It’s incredibly meaningful to see such a well-known brand actively creating space to recognise and celebrate cultural festivals like Diwali.”
Picture credit: John Lewis
Many events also included children’s craft activities supported by Leicester Libraries, helping younger visitors connect with traditions and cultures through creative experiences.
The initiative has also strengthened partnerships across the city. PC Kully Lally from the Community Cohesion Team at Leicestershire Police has worked closely with the store to help bring communities together through these events.
“One of the most rewarding parts of my role has been helping to bring our diverse communities together with John Lewis,” he said. “By supporting events such as Vaisakhi, Black History Month and Diwali, we’ve been able to bridge groups that wouldn’t usually connect and create meaningful partnerships between the police, a major retailer and communities across Leicester.
“These collaborations help build trust, increase cohesion and break down barriers that can sometimes prevent open dialogue.”
Picture credit: John Lewis
For the team at John Lewis Leicester, this sense of connection is exactly why the programme matters. By opening its doors to community groups, artists and cultural organisations, the store has become more than a retail destination – it has become a place where culture is shared, traditions are celebrated and communities feel seen.
As the store looks ahead to another busy year of events, the focus remains clear: continuing to create inclusive spaces where Leicester’s diverse communities can come together, learn from one another and celebrate what makes the city unique.
To find out more about the Leicester store, visit: www.johnlewis.com/our-shops/leicester
