In pictures: PrettyGreen creates World Cup lounge for John Lewis

Brand agency PrettyGreen has created an experiential tech lounge for John Lewis' celebration of this year's World Cup football tournament, which is taking place in Brazil.


The lounge, which has been inspired by ‘the ultimate living space’ to watch this summer’s live games, has been touring since the end of May.

Visitors to the department store will get the chance to try out new AV gadgets such as tablets and 4K televisions with the help of product demonstrators and tech experts. In keeping with the Brazilian theme, the experiential zone has been decorated with vivid greens and yellows, a grass pitch and a green screen for photo opportunities.

The lounge will be erected in Bluewater, Kent, on 6-9 June and Westfield Stratford, London, on 13-15 June following its appearance at the Trafford Centre in Manchester and Newcastle’s Eldon Square.

Kate Morrison, client services director at PrettyGreen, said: "We’ve got some real sports fans in the office so working on the John Lewis tech lounge was the perfect campaign. There’s real excitement around the World Cup so it’s been great to help the public see how they can get as close to the action on pitch as possible."

Lorna Brown, head of marketing for John Lewis home and technology, added: "Consumers will be choosing to watch football’s biggest tournament how and when they want. Our marketing approach has been developed to encourage those who can't get to Brazil to come and celebrate this great sporting event with us and to experience how the latest technology can bring them 'closer to the action'.

"The John Lewis tech lounge, which will be going to key cities around the country, is a great example of what we're doing to engage and interact with our customers."

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