Top five experiential stories of the week

Bud Light's 'We're Here' tour, Heineken House at Coachella, Benefit's #RaiseABrow pop-up, Air New Zealand's inflight pop-up and Nestlé's Aisle of Wonder are this week's most read stories.

Top five experiential stories of the week

Bud Light launches 'We're Here' tour

Bud Light is currently staging its 'We're Here' UK tour, which forms part of the brand's wider UK launch. The tour kicked off on 4 April, and is making its way through key cities including London, Manchester, Cardiff, Leeds, Liverpool and Newcastle. Visitors will be immersecd in a classic American 'tailgate' theme, allowing them to test out the product alongside classic games and music, creating the ideal setting for consumers to try Bud Light. The brand worked with agency Seed Marketing to launch the tour.

Heineken House returns to Coachella

Beer brand Heineken is bringing back its Heineken House platform to Coachella this year, and will run across weekends 14-16 and 21-23 April. The brand aill aim to channel the creativity of the festival with a digital art wall installation, which allows guests to create their own artwork using a selected stencil, or make their own selfie with a spray can. The house also has a sustainable dance floor, which uses kinetic energy created from people's movements. The energy is then converted into electricity used to power the LED lights of the floor, creating a unique party atmosphere. The more house-goers that keep dancing, the more the house will light up.

Behind the scenes at Benefit's #RaiseABrow pop-up

Cosmetics brand Benefit staged its #RaiseABrow pop-up in central London last week, before taking it to other cities including Dublin, Manchester and Glasgow. The pop-up aimed to support the brand's 'Bold Is Beautiful Project', and invited guests to donate and buy all things pink to support charities Refuge and Look Good Feel Better. The shop stocked a range of items such as clothes, furniture, fragrances, books and and bags; all donated from celebrities, brands, and vloggers. 

Air New Zealand brings inflight pop-up to London

Air New Zealand will host a high-end inflight pop-up to showcase the airline's on-board highlights from 25-26 April. The 'This Is How We Fly' pop-up will take place at Unit London Gallery, and will invite guests into a series of different zones. Visitors will be taken on an immersive journey that will showcase what it's like to fly with Air New Zealand. On arrival, guests will be 'Checked In' and, once on board, they will be whisked away on Air New Zealand’s London to Auckland route, with an optional LA stopover. 

Nestlé to bring back Aisle of Wonder to Westfield

Food conglomerate Nestlé is bringing back its cereal-themed Aisle of Wonder pop-up to Westfield Stratford City from 13-23 April. Devised by agency Hot Pickle, the pop-up will invite guests to create their own cereal blends, with 12 different Nestlé cereals on offer including Shredded Wheat, Shreddies and Cheerios. Visitors will also be able to pick from a range of toppings, milks and yoghurts. Customers can personalise their own box of Shredded Wheat, Shreddies or Cheerios which they can keep for themselves, or use as a gift for a friend or family member.

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