As branded experiences become an increasingly popular option for marketers, ad agencies are also realising the potential to include this specialism in their credentials pitch.
What does it feel like to be inside a cocktail? For London Design Week, Campari is exploring just that, with a bar in Shoreditch filled with deep red and blue tones and lighting that jumps around to convey the feeling of a liquid environment.
This is the music-streaming service's first collaboration with the event.
As brand experience agencies fight it out once again for the coveted award, we take a look at the shortlisted shops.
Activation, which includes wine and food tastings, starts in Manchester.
Advertising watchdog rules that the companies failed to provide evidence to support the claims of products sold on their websites.
To bring its latest campaign to life, Carlsberg has created a 'off-grid' pub in the Cornish countryside that's built by strangers and powered by a waterfall.
Coca-Cola brand plans to turn the Eye yellow and run cocktail masterclasses in the pods.
The piece will be unveiled in London before travelling to other European cities.
Activation is part of Westfield London's annual student event.
Nike has been in the news recently for its latest ads backing controversial athletes Colin Kaepernick, Serena Williams and Caster Semenya, but it's far from the first time the brand has created provocative or ambitious work.
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.