You may wonder as we did - quite how a handbag label puts on a show. The answer is that it presents theatre instead.
The set echoed Charlie and the Chocolate Factorys magical wonderland where a conveyer belt marched the bags along, sequin ticker-tape fell from the ceiling, bubbles blew from machinery and a puffed Anya Hindmarch was revealed as powering it all on her bicycle.
Its a real life version of what is going on in my head, inspired by peering through the toy shop window as a child at Christmas Hindmarch commented. Inspired by Quality Street wrappers, next season is going to be a Magpies dream: glitter covered Marano clutches, emerald change purses and a diamond shaped Melchior bag.