It's advent calendar time, and this year H&M has unveiled a giant advent calendar designed to look like a gift-wrapped Christmas present in the heart of London's Shoreditch.

Each day in the countdown to Christmas, a sealed window on the 218 square meter mural will be opened, with each revealing a different gifting option to Christmas shoppers passing by. The mural features artwork from visual artist Maddalena Carrai depicting a sparkly gift box wrapped in a striking red bow.

"We are a brand with a broad range of customers and the advent calendar mural allows us to showcase an array of products in a festive, fun and innovative way," said H&M Media Lead Hannah Townsend in a statement. 

The mural is part of a broader outdoor campaign created in-house and planned and booked by the7stars and Kinetic, that also includes a mural in Manchester’s Northern Quarter and digital outdoor ads across the U.K.