Top five experiential stories of the week

A Walkers Crisps' pop-up cafe, a DIY restaurant from Ikea and high-tech activation from Dubai Tourism made it into our list of the top five experiential stories this week.

The new Walkers' flavours that will be sampled in the cafe
The new Walkers' flavours that will be sampled in the cafe

Walkers to open speakeasy-style crisp sandwich cafe

Excitement over Walkers Crisps' pop-up cafe for crisp-sarnie lovers made this our top story of the week. The speakeasy-style cafe opens on 8 September and will be concealed behind a movable crisp shelf in a London Bridge newsagents, aptly named 'Chris Peters News'. It will remain open until 29 September, serving a menu of sandwiches filled with Walkers' limited edition range of crisp flavours and sauces including sausage and brown sauce, bacon and tomato ketchup and cucumber and salad cream. Initials will deliver the experiential development of the campaign with production support from The Halo Group.

Ikea to open DIY restaurant experience

Swedish retailer Ikea is also jumping on the pop-up bandwagon this month with its Do-it-Yourself restaurant, The Dining Club, on Shoreditch High Street in London. The free experience will see members of the public take over the space to host their own dinner parties for up to 20 people from 10-25 September. The pop-up will also incorporate a ‘Food for Thought’ workshop area, an Ikea kitchen shop and a kitchen showroom where visitors can browse kitchens of various sizes and styles.

Dubai Tourism to launch "largest ever" experiential activation at Waterloo station

London's Waterloo station will be transformed into a 'living, breathing recreation' of Dubai's top experiences from September 4-11. The destination will be brought to life with a high-tech experiential customer zone featuring 360-degree video gaming, virtual reality displays and unique optical illusions, which will see ‘mirage’ like characters seemingly appear on the concourse, from skydivers and camels to scuba divers and falconers. The activity – part of the Here Today, Dubai Tomorrow campaign – will mark Dubai Tourism’s "largest ever" experiential marketing drive in the UK to date.

Crayola embarks on UK experiential bus tour

Children's craft brand Crayola has been stopping off at various locations across the UK this week in a branded double-decker bus, inviting kids and adults on board to celebrate its centenary with a range of games, activities, themed play areas and performances. The anniversary tour kicked off on 24 August and has been visiting selected Toys R Us, Smyths and Hobbycraft stores in the UK, targeting key back-to-school buying periods over the end of the summer holidays. It will culminate at Smyths in Wallsend on Saturday (3 September). The bus was designed and kitted-out by Promohire.

Wasserman Experience reports 10% drop in profit

Agency Wasserman Experience recorded a decline in gross profits to £3.7m in 2015, due to a single test project for the 2022 FIFA World Cup in Qatar. Wasserman Experience recorded gross profits of £3.7m for the year ending in December 2015, a 10% drop from £4.1m in 2014. Turnover in 2015 was £14.2m, compared to £29.1m in 2014. In accounts filed to Companies House, the decrease in revenue year-on-year was due predominantly to the impact of an activation in Qatar. Paul Saville, head of experience at Wasserman Experience, said although there was "a slight dip in gross profit this was largely due to a steadying of turnover in line with years prior to 2014, i.e. without the Qatar anomaly".

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