John Lewis to activate OnBlackheath sponsorship with VIP areas and cookery school

John Lewis will host three branded experiential areas for guests at this weekend's OnBlackheath festival (10-11 September).

John Lewis is working with PrettyGreen to activate its sponsorship of this year's event
John Lewis is working with PrettyGreen to activate its sponsorship of this year's event

The retailer is working with agency PrettyGreen to activate its sponsorship of the event in Blackheath, London. PrettyGreen will work as the brand's creative guardian across the festival, ensuring the John Lewis look, feel, quality and ethos is felt throughout.

A select number of guests will be invited inside The Hidden Heath – an exclusive VIP area featuring some of John Lewis' key sponsors and suppliers. Meanwhile, myJohnLewis card members will be able to access a special ' myJohnLewis' area complete with VIP toilets, a bar and a direct view of the stage.

The John Lewis Cookery School will be open to all guests and will stage two different cookery sessions led by British Chinese TV chef Ching He Huang and Fair Trade chocolate supplier Divine Chocolate, which participants can sign up to on the day.

In May, John Lewis partnered with Airbnb to launch 'The Perfect Host' masterclasses, aiming to equip Britons with a range of tools and tips for welcoming guests into their homes.

PrettyGreen expanded its events division with two new senior account managers in June.

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