Top five experiential stories of the week

A Super Mario Bros-themed bar in Washington D.C, Global's new festival team, T-Mobile's Electronic Beats partnering with Gorillaz, Peroni's Somerset House takeover and Lucozade's campaign with Missguided are this week's most read stories.

Top five experiential stories of the week

Super Mario Bros-themed bar opens in the US

A Super Mario Bros-themed pop-up bar has opened in Washington D.C, and has kitted itself out with animatronic piranha plants, illuminated mystery boxes and a Mario mural made of Lego. All elements are inspired by and feature in the Super Mario game franchise. The pop-up aims to celebrate the annual cherry blossom bloom in Washington D.C, and the bar has also tailored its cocktail menu to fit the theme. Guests can try the 'It's A Me, Amario', which uses sweet vermouth, Don Ciccio and Figli Carcafio, aperitivo and spicy ginger ale, and 'I Call Yoshi!', which features unfiltered sake, Midori, Chartreuse, cucumber melon and lemon. The pop-up will remain open until 15 April. 

Global appoints new commercial team dedicated to festivals

Media and entertainment group Global has created a new commercial team, in a bid to develop brand partnerships for its portfolio of 17 festivals across the UK, Europe and Canada. The team will be comprised of seven members, and will aim to develop strategic campaigns for brands. The team will work with clients from concept creation to the deilvery of the activation. Debbie Ward has been appointed to the role of commercial director and will report directly to chief commercial officer Mike Gordon, while Wayne Mensah and Amy Oldham will join the team as brand partnership directors. Other roles within the commercial team will include a brand manager and three account managers.

T-Mobile's Electronic Beats partners with Gorillaz for AR experiences

T-Mobile's Electronic Beats platform has partnered with music group Gorillaz to deliver augmented reality (AR) experiences. The initiative launched with a secret show that took place at London's Printworks on 24 March, and, looking forward, the joint effort promises to unlock a new dimension of music across Europe. Fans can expect exclusive content and special articles written by band members Murdoc, 2D, Noodle and Russel. A select group of lucky fans were able to attend the show at the Printworks and witness the band's new album 'Humanz' being played out in full. The collaboration will take Deutsche Telekom's - T-Mobile's parent company - 4G network and put it together with cutting edge technology to present Gorillaz in a new and innovative way. A live concert tour will also form part of the partnerhsip, giving fans across the globe the chance to experience the band in a new way.

Peroni to stage Italian-themed takeover of Somerset House

Italian beer brand Peroni is partnering with Somerset House to stage a takeover of the venue's terrace. The activation will last for six months and aims to celebrate the launch of Peroni Ambra, a new drink from the brand that combines Peroni and the sharpness of Italian Chinotto. The terrace launches tomorrow (1 April), and will invite guests to test out an immerive Italian experience on Somerset House's open-air, riverside space. Visitors will discover the authentic tastes and rare ingredients of Italy through a series of experiences, while enjoying exclusive Peroni Ambra-infused cocktails created by master of mixology Simone Caporale.

Lucozade Zero and Missguided team up for London event

Energy drink brand Lucozade Zero and fashion retailer Missguided have announced a collaboration, which kicked off with a joint event at London's Westfield Stratford yesterday (30 March). Guests were invited to the flagship Missguided store in Westfield Stratford shopping centre and were able to enjoy makeovers, hear personal styling tips and receive 'zero to pay' opportunities. Visitors could get 'weekend ready' with styling and beauty brands Mark Hill and Shine Shack, while they enjoyed music from Missguided's resident DJ, Snoochie Shy. The creative concept for the activation had been developed by agency The Big Kick, while experiential elements were devised by TRO.

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