Experience includes an edible rainbow and a bubble-catching game as the supermarket's premium product line turns 20.
A Converse 'hotel' and a hot air balloon party are among the activations shortlisted for the Campaign Event Awards. We take a closer look at the work.
These are the shops that are expected to stand out in the brand experience crowd.
The betting brand is marking its 30th anniversary with a 'Museum of Mischief' in Dublin this week.
Pop-up runs during 3-5 October for London Cocktail Week.
Absolut, the Pernod Ricard vodka brand, is taking over a Soho townhouse to create a multi-sensory experience around the porn star martini cocktail.
L'Oréal Paris is hosting a floating catwalk on the River Seine for Paris Fashion Week featuring products from design houses including Balmain, Elie Saab and Jacquemus.
Brand experience agencies are taking part in more pitches and forking out an increasing amount of cash to impress clients and standout from the crowd.
Molson Coors, the global brewing company, has moved Coors Light into Havas without a pitch, ending the brand's involvement with VCCP after eight years.
Creativity, technology, multi-room experiences and Instagrammable moments are some of the trends that the Campaign Event Awards judges picked out from branded events this year.
Why two agency creatives set up an interactive exhibition around food with giant cherries and oranges
Imagination's Ozie Foster and Nick Burdett wanted to re-imagine the museum with a new concept based around plant-based food.
Twentieth Century Fox is recreating a Blockbuster Video store that is stocked with Deadpool 2 videos only.
Grand Marnier, the orange liqueur brand owned by Campari, is planning a series of alchemy-themed experiences during London Cocktail Week in October.
Danone has contacted agencies about a statutory review of the digital and CRM accounts for its baby feeding brands Cow & Gate and Aptamil.
Sure, the Unilever-owned deodorant brand, is partnering with Reebok to host a fitness activation.
Lurpak, the Arla-owned butter brand, is touring the UK with a sandwich-themed activation to showcase its Softest variant.
Virgin Holidays is encouraging consumers to put on their "adventurous pants" and jump into a ball pit for a chance to win a free trip.
Cadbury, the Mondelez International brand, has created a "human charging point" at Canary Wharf as it hands out its Boost bars for one minute only.
The National Football League is creating its most family and music-orientated event by taking over Piccadilly once again to mark the start of the 2018 season.
Penguin Random House is marking the 40th anniversary of The Snowman with a live experience created by Backyard Cinema.