Elves, Hobbits, dragons – we're talking Tolkien
Elvish calligraphy lessons, Hobbit banquets and dragon-shaped cakes – but this is not Middle Earth, it is the middle of England.
Hundreds of JRR Tolkien fans from as far afield as New Zealand, Brazil and Japan are expected at Loughborough University for a festival to celebrate the Lord of the Rings author's work.
The five-day event features talks, art exhibitions and story-telling sessions.
There will also be a Hobbit-style banquet, a metre-wide sponge cake in the shape of a dragon, lessons in writing names in Elvish, costumed masquerades and recreations of classic Tolkien scenes.
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"We want people who like the books to come and have a bit of fun," said Shaun Gunner, trustee of the Tolkien Society and deputy chairman of the event.
"Tolkien's appeal is universal. There are no ivory towers in his work.
"Everyone has a character they can relate to."
About 500 people are expected at the event, which runs until Monday.
The one-off festival is being held to celebrate the 75th anniversary of the publication of The Hobbit.
For the first time at a Tolkien festival, there will be a large exhibition of art inspired by the author's works.
Mr Gunner said: "Tolkien's work is a good inspiration for artists because he didn't write vivid descriptions so artists have room for manoeuvre."
Tolkien's grandson, Michael, will also make a rare appearance. He will read out some stories of his own and take questions from the audience.
Mr Tolkien, who lives in Uppingham, said it was amazing to see how his grandfather's work had influenced so many people.
He said: "I'm pleased with any accolade he is given and that he's taken seriously.
"I was very close to him. To me, he was always more of a family man than a writer, but I still have tremendous admiration for his work.
Peter Jackson, producer of the Hollywood blockbuster Lord of the Rings, has donated signed DVDs of his movie to an auction during the festival.
Proceeds of the auction will go towards a charity that sends Tolkien's books to libraries in the West Indies.
The Fellowship of the Green Dragon – a French re-enactment group – will be recreating Middle Earth on a lawn at the university.
Tickets are available on the door or online.