Rugby Advent Christmas Window Trail

Rugby Borough Council are pleased to announce Rugby’s first interactive Advent Christmas Window Trail for 2026, running from 21st November to end of December.

Twelve beautifully designed windows, created by a local artist and in partnership with town centre businesses, will transform Rugby town centre into an interactive festive adventure for visitors of all ages

How the Trail Works

Visitors will collect a trail map from Rugby Visitor Centre and follow a hand-drawn festive map throughout the town. At each participating business, trail-goers can collect a stamp to complete the trail. Along the way, participants will also gather clues to reveal a secret password, which can be exchanged for a festive prize once the trail is complete.

The trail will be divided into four zones, determined to encourage participants to explore the full town centre footprint while uncovering a seasonal story along the way.

Each window installation will be uniquely designed to reflect the participating business, showcasing what they do while contributing to the wider trail narrative.

How Businesses Can Get Involved

All types of businesses are welcome to take part in the trail, but businesses must complete an expression of interest form to be considered.

A total of 12 businesses will be selected to take part in the trail. Each chosen business will receive a professionally designed festive window display created by a local artist at no cost.

Successful applicants will be selected based on their creative approach to participation and their commitment to enhancing visitor experience. We are particularly interested in businesses that can support the trail through festive window displays, visual merchandising, special promotional offers, or pop-up events that encourage footfall, engagement and festive cheer throughout the town centre.

Businesses are encouraged to include information and creative ideas in their expression of interest for how they could support the trail and overall activation, including whether they are able to support or contribute to the prize available to participants upon completion.

Selection Process

Expressions of interest will be reviewed by a diverse panel across different departments. The panel will assess submissions against agreed criteria to ensure a diverse and engaging trail that showcases businesses from across the town centre.

Only 12 windows can be included in the trail and therefore only 12 businesses will be selected to participate for 2026.

Criteria will be available to view on this webpage for businesses to review ahead of expressions of interest opening.

Terms and Conditions

All participating businesses will be required to agree to the trail terms and conditions.

Further details, including application guidance, scoring criteria and participation will be included in an information pack, released in July 2026 before expressions of interest open.

Cost

Participation in the Christmas Window Trail is completely free of charge for selected businesses.

Key Dates

Start of August 2026: Applications open

End of August 2026: Applications close

September 2026: Outcomes communicated

October 2026: Design consultation between businesses and designer to begin

W/C 2nd Nov: Window installation to begin

21 November 2026: Christmas Window Trail officially launches

End of December 2026: Christmas Window Trail concludes