Frukt to develop experiential Dark Room for Tia Maria

Brand entertainment company Frukt has partnered with drinks company Tia Maria to develop its experiential music room platform.

The pop-up events will be hosted by DJ Gemma Cairney.
The pop-up events will be hosted by DJ Gemma Cairney.

The Tia Maria Dark Room is set to be an expansion of the brand’s Music Room, which launched in partnership with UK singer Laura Mvula last year.

The concept, which will focus on the idea of 'the ultimate girls’ night out', will culminate in a series of nationwide events, launching on 16 May in Manchester and travelling to Nottingham, Glasgow and London.

TV and radio presenter Gemma Cairney will curate and DJ at the Dark Rooms. Nail boutique WAH Nails and hairdresser Toni and Guy have been booked as event suppliers.

Frukt told Event the events will be "pop-ups", hosted in disused high street shops. The agency confirmed the Manchester Dark Room will be held in an former Dwell store.

Jim Robinson, managing partner of Frukt, said: "To evolve the concept of last year's Music Room to the Dark Room, we decided to explore the idea of the ultimate girls night out.

"Our research found that cocktails and music are key to the 'best nights out', along with the ritual of getting ready. So this year we've evolved the creative to incorporate WAH Nails and Toni & Guy. The Dark Room will provide delicious Tia Maria cocktails, great music and styling in cities across the UK."

Will Thompson, senior brand manager at Tia Maria, added: "The Tia Maria Music Room encapsulated perfectly what the brand is all about - great cocktails, stylish and amazing music. We're really looking forward to unveiling the 2014 campaign with Frukt."

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