The event will be held at 41 Whitepost Lane in London’s Hackney Wick, a move from last year’s activation, which took place at Dalston’s Bootstrap Company. It will be open to over-18s from 10 June until 12 July.
The Urban Forest promises a mash-up of Swedish and London culture set in a pine forest inspired by the small town of Kopparberg. Here, guests will be able to enjoy music from Scandinavian artists such as Heart/Dancer and Summer Heart, as well as DJs Chromeo, Trevor Nelson and Norman Jay.
The experience will be further supported by the brand’s Spotify partnership, which aims to amplify the experiential activity to Kopparberg fans nationwide. A selection of audio setlists from performing artists will be hosted on the music streaming service, so fans that are unable to attend can tune-in to the festival.
The event will feature two serving areas: a woodland bar stocked with the Kopparberg’s fruit ciders and beers and the Frozen Fruit Cider Bar, which the brand claims will be the only bar in the world to serve icy versions of the drink.
Food will also be available to sample on-site from a selection of eateries. These include Buffalo Joe’s, Mama’s Jerk Station and Le Bun.
The experiential Urban Forest has been designed in partnership with the MAMA Group. It will run alongside a wider campaign consisting of press, social media, digital and outdoor.
Other agencies working on the marketing initiative include 18 Feet & Rising, W Communications and Goodstuff.
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