PrettyGreen has been briefed to bring the sponsorship of the UK's largest festival for under-10s to life and create a unique brand experience for a young audience.

Activity will include the creation of John Lewis Lane, a miniature high street experience where children of all ages can 'play shop' in a purpose built high street. It will feature six shops: a village store, gadget shop, pet shop, art shop, music shop and fancy dress, and will be manned by actors and John Lewis staff.

The team will be led by PrettyGreen's head of music and culture Claire Ashman, and head of events Sian Baker. They will report to John Lewis' head of marketing, fashion and beauty, Rachel Swift, and marketing manager, fashion, Lee-anne Harris.

Rachel said: "This is an exciting opportunity to bring the John Lewis brand to whole new generation of customers. John Lewis Lane is a fun and interactive experience that will surprise and delight adults and children alike."

PrettyGreen founder Mark Stringer said: "We're delighted to be working with John Lewis on such an interesting project. It was a dream brief from a dream client. John Lewis Lane seemed like the perfect creative to bring John Lewis to life in this unique festival environment."