Sainsbury’s Argos will be making its debut appearance on the famous Coronation Street cobbles later today when the much-anticipated store opens its doors for the first time.

Part of a wider product placement opportunity, the grand opening marks the first time a commercial sponsor has ‘set up shop’ on the show.

Located on Victoria Street, the brand new Sainsbury’s Argos store was first announced in July of this year, as Argos renewed its headline sponsorship of ITV’s longest-running soap opera.

Since then, the shop itself has been kept under wraps with the facade hidden behind on-screen hoardings, but will finally become operational in the show – and for viewers to see – from tonight (Monday 23 September).

“We’re looking forward to watching the Coronation Street cast walk the legendary cobbles into our newest Sainsbury’s Local store,” said Argos head of campaigns Laura Boothby.

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“We know our customers have been eagerly waiting to spot the new store and we’re thrilled that everyone’s favourite characters, from Ken Barlow to Chesney Brown, can now pick up some groceries or Argos orders quickly and easily on the street!”

Sainsbury’s bags for life and products will be seen on-screen as they are incorporated into the day-to-day lives of the on-screen families and residents of Weatherfield.

ITV MD of continuing drama, John Whiston, said it is “always exciting to welcome a new name to the cobbles”.

ITV director of commercial sales and partnerships, Mark Trinder, added: “It’s a hugely exciting moment for the store to become part of the famous cobbles and the culmination of a lot of hard work, creativity and collaboration between brands as part of Argos and Sainsbury’s continuing support of the country’s most-watched soap.”