As part of Visit London and StudioCanal’s campaign for the new Paddington bear film, out on the 28th November, 50 statues of the world's most adventurous bear have been unveiled across London. Each bear has been individually designed by a celebrity or architect.

From 4 November to 30 December, tourists can follow in the footsteps of Paddington via a series of trails – leading to statues situated in key locations such as museums, parks and shops – showcasing the best of London.

Architect Zaha Hadid has created ‘R;G;B’ Paddington, with a stripy design, located outside the Royal Exchange.

In keeping with the architectural theme, London-based firm Robin Partington & Partners have masterminded a brick-covered bear, showcasing London’s ability to create international icons with local materials.

Architects and designers are not the only people involved with the Paddington Trail. The mayor of London, Boris Johnson and supermodel Kate Moss are among the 50 celebrities and architects who have lent their design talent to the trail.

The bears will be auctioned off throughout December and January, with all proceeds going to the NSPCC. In a statement, Peter Wanless, CEO of the NSPCC said: "It's so exciting to see the capital being taken over by this famous duffle coat-wearing bear and I hope that Londoners and visitors to the capital alike will enjoy exploring The Paddington Trail over the coming weeks.”

Read more about the Paddington and VisitBritain Campaign here