Ashley James and Strictly's Nadiya Bychkova attend the opening of Butterkist's enchanting popcorn emporium to celebrate the launch of Wicked

Butterkist's Popcorn Emporium ahead of the Wicked release.Butterkist's Popcorn Emporium ahead of the Wicked release.
Butterkist's Popcorn Emporium ahead of the Wicked release.
The streets of Soho were ablaze with colour on Wednesday at the VIP Wicked x Butterkist launch event. Strictly's Nadiya Bychkova was seen channelling her inner Glinda in a stunning hot pink suit, while presenter and model Ashley James turned heads in a strikingly short emerald-green Balmain dress.

The event, held in anticipation of the Wicked film's release today, sparked a fashion frenzy with guests dressing in theme with the film's stars, Ariana Grande and Cynthia Envo.

Presenter and model, Ashley James, joined Strictly professional Nadiya Bychkova and several other VIP guests at the opening of Butterkist’s Popcorn Emporium in Soho tonight.

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Celebrating the spellbinding collaboration between Butterkist and Wicked the Popcorn Emporium sees 15 Bateman Street in Soho reimagined as the Emerald City to mark the release of the film in cinemas this Friday.

Nadiya was channelling her inner Glinda in hot pink suit.Nadiya was channelling her inner Glinda in hot pink suit.
Nadiya was channelling her inner Glinda in hot pink suit.

Throughout the evening, Ashley and Nadia joined other guests to enjoy magical Popcorn Performers and indulge in Butterkist’s new, limited-edition Amazafying Sweet Popcorn from a bespoke Popcorn Bar as they fully immersed themselves into the world of Wicked.

For Londoners who want to discover their Wicked side to celebrate the new film, the Butterkist Popcorn Emporium has been open to the public on Thursday and is open today, Friday 22nd November. The multi-sensory experience, complete with popcorn performers and spellbinding flavours will be free for the public.

Visitors can snag a free pack of the new Limited-Edition Butterkist Amazafying Sweet Popcorn before visiting a magical popcorn counter to ‘curate their crunch’ with an array of delectable sweet and savoury toppers. Guest will also be able to capture unforgettable moments with Elphaba and Glinda in the interactive photo booth.

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The Amazafying popcorn packs are available to all guests while stocks last. Butterkist is also offering an on-pack promotion giving shoppers the chance to win a ‘thrillifying’ adventure at a luxurious 4* hotel in London, a magical potion-making experience, a makeover, A £200 gift card for a shopping spree and a wizard-themed afternoon tea.

The Butterkist Popcorn Emporium will be open to the public from 10am – 6pm on Thursday 21st November, and from 10am-2pm on Friday 22nd November.

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