The Google Play Music After Show was held in the hotel's Rumpus Room after the nominations event at the nearby ITV Studios, and was attended by the likes of Pam Hogg, Bip Ling, Years & Years, Wolf Alice, Laura Whitmore, Catfish & The Bottlemen and Frances.
Itch worked with the Google Play team to curate the music playlists on the night, and secured Grandmaster Flash for the event, who played a tribute to the late David Bowie.
The agency also teamed up with The Flash Pack to install a photo emporium within the space, which was complete with a bespoke Google photo experience.
Specialist caterers Bubble were also brought on board for the event. Working alongside the London Bar Company and the Mondrian London's in-house catering team, Bubble served up treats such as handmade marshmallows.
Google Play Music is the official download and streaming partner of this year’s Brit Awards, which are set to take place on 24 February.
The partnership will see members of the public able to stream and download performances from the night using Google Play Music, with all proceeds donated to the awards’ 2016 charity partners, Nordoff Robbins and The Brit Trust.
Azi Eftekhari, head of EMEA, music partner management at Google Play Music, said: "We’re very proud to have hosted the official nominees after party for The Brits 2016, and kick-off one of the most prestigious events in the UK music calendar. We can’t wait for the main event on 24 February and hope that we will top last year’s charity donations with the help of the artists and their teams."
Mike White, founder and managing director at Itch, added: "We are proud to be working with such a prestigious brand as Google again and on such a high profile sponsorship.
"As this is the first activation of this year, it is important to create a real impact from day one and we believe that the experience, coupled with a performance from one of the greatest names in music history, will establish a strong platform for the company’s association with the Brits."
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