It's been open for two weeks already but going off the huge queues that lined Northumberland Street on Saturday afternoon, you'd think Fenwick's Window had just been unveiled.
The curtain dropped on this year's display, inspired by famous festive story The Snowman, on Friday, November 2, but a fortnight later throngs of people lined up to get a glimpse of what has become a Geordie Christmas institution.
Families were moving at snail pace along the windows themselves while others queued as far as TK Max and further to get a look at the annual attraction.
This year's Fenwick's Window tells the story of a young boy, James, who wakes at midnight to find the snowman he built that day has magically come alive.
Their instant friendship takes them on a journey, first on motorcycle and then by flight together to the North Pole for a snowman party and to meet Father Christmas with his reindeer.
As they soar above in the sky, music plays out in the form of a very familiar, endearing tune.
The final scene depicts the touching moment when James realises the next morning all that is left of his adventure with The Snowman is the scarf he is wearing, given to him by Father Christmas, affirming that it was not just a dream.
Northumberland Street was busy for a number of other reasons on Saturday too. Funfair rides like a helter skelter, mini carousel and big wheel have all arrived in the city centre while there was also a police roadshow with a number of vehicles parked outside the shops.
And then nearby at Monument, there were big queues at every food stall in Newcastle Christmas Market as loads of people flocked to get their first taste of this year's event, which officially launched on Friday.
