Top five experiential stories of the week

Bombay Sapphire's VR activation, Lucozade's fitness sessions and Event's lowdown on summer festival campaigns are among our most read experiential stories this week.

Lost World: Backyard Cinema's immersive experience
Lost World: Backyard Cinema's immersive experience

Bombay Sapphire's Heathrow VR experience 

Bacardi gin brand Bombay Sapphire has launched a month-long experiential campaign at Heathrow's Terminal 5. A blue glass installation representing the brand’s glasshouse distillery at Laverstoke Mill in Hampshire was unveiled within the terminal's luxury retail zone last weekend. Created in collaboration with Bluedog productions, the stand features a bespoke Virtual Reality (VR) tour of the gin distillery and a bar area where a mixologist can prepare gin cocktail tasters for travellers.

Lucozade's workout sessions

Lucozade Sport is bidding to get the nation moving with a series of 'Made to Move' workout sessions, hosted by influential sport and fitness ambassadors. The first ‘Made to Move’ session, taking place in October, aims to be the largest-ever live streamed workout class and will be led by the IBF Heavyweight World Champion boxer, Anthony Joshua. Members of the public can participate in the session through live streaming or in person at a chosen gym. All ‘Made to Move’ sessions will be available to download from Lucozade's website and participants can sign up for sessions from 19 September. 

Eventographic: Summer of Festival Activations

Event's forthcoming Festivals Report details some of the most innovative campaigns delivered in a crowded UK field. From the behemoth that was the Jagerhaus to Mazda raising the roof at Goodwood and Indesit ensuring that no laundry needed to be done after Camp Bestival, brands upped the ante with a broad spectrum of experiences to enhance the overall festival experience. 

Wargaming's First World War event

Online game developer Wargaming celebrated '100 Years of Tanks' with a host of events in remembrance of the Mark I, the first tank to hit the battlefield on September 15 1916. It partnered with The Tank Museum, Bovington, for an event in Trafalgar Square yesterday (15 September), showcasing a Mark IV repllica in Trafalgar Square, just as it was 100 years ago with Mark I. Attendees were able to watch the Mark I come to life on the streets with an augmented reality experience. 

Backyard Cinema's immersive experience 

Immersive cinema company Backyard Cinema is creating a 'Lost World'-inspired pop-up that will host a season of action movies in an urban jungle setting. Guests will enter the Lost World through a secret temple ruins entrance, and have to navigate their way to the screening room, where they will be treated to jungle-themed cocktails and popcorn alongside tropical plants and trees, sound effects and some special surprises at a South London venue. The pop-up launches today (16 September).

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