Held in Blackheath, London from 9-10 September, retailer John Lewis activated its sponsorship with agency Pretty Green. The event featured the John Lewis food village, which hosted dining experiences, demonstrations, celebrity chefs and pop-up stalls.
The Hidden Heath VIP area hosted a range of guests, including John Lewis suppliers, with mixology workshops provided by Fentimans, makeovers from Urban Decay and food and refreshments from Benugo, Teapigs and Snowflake Gelato.
The event also hosted activations from a range of brands, including Dorset Cereals, which encouraged festival-goers to create their own cereal and toppings, and Fibre One, which handed out samples of its chocolate fudge brownies and lemon drizzle square, and gave visitors the chance to take a picture in a photo booth. Meantime Brewery hosted a virtual reality experience, giving visitors the opportunity to tour its brewery in Greenwich.
Sian Baker, manager director at Pretty Green, said: "This is the third year for On Blackheath and alongside a phenomenal line-up, the site was extended to a 25,000 capacity. A range of experiences were available for attendees, including a cookery school, while special areas such as the My John Lewis area aimed to delight and surprise visitors."
Online marketplace Etsy created a rooftop shop over the summer at John Lewis' Oxford Street Store.
Comment below to let us know what you think.
For your daily hit of news from the brand experience community, weekly brand and inspiration updates or your monthly trend download, register and subscribe to Event and our bulletins.