The brand worked with PrettyGreen to devise a hospitality area that hosted up to 100 special guests per night. Customers enrolled onto the My John Lewis loyalty scheme were invited to enter a competition to win free tickets to Kew the Music and entry to the John Lewis area.
Inside, the décor showcased the brand’s homeware products such as clocks, sofas and soft furnishings. Traditional Neapolitan pizza was served straight from a wood-fired oven by Italian restaurant Rossopomodoro, while internationally-inspired cocktails were served up at the bar.
Beverage brand Tea Pigs also hosted a micro activation within the space, providing guests with hot and cold tea.
Guests could enjoy live music from the likes of Paloma Faith and UB40 on the outdoor decking area. As temperatures cooled down, brand ambassadors provided eahc guest with a John Lewis blanket to keep warm.
Elsewhere at the music festival, Celebrity Cruises activated with a giant deckchair and Taylors of Harrogate delivered a sampling campaign from outside a branded Wendy house.
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