In pictures: The Marketing Store creates sensory cinema for Staropramen

Beer brand Staropramen enlisted agency The Marketing Store to produce a multi-sensory cinema experience for 300 competition winners last Saturday (25 October).

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Held at the Village Underground in Shoreditch, London, the film of choice was cult horror Bram Stoker’s Dracula. The venue, built from revamped tube carriages, shipping containers and a warehouse, hosted a live string quartet, immersive lighting and scent-infusion technology to replicate the movie's atmosphere.

The screening room was shrouded in fog and characters from the film entertained guests, who were given no information on what to expect beforehand.

The evening was hosted by ‘Dracula’ himself, who treated his guests to Staropramen and a traditional hog roast. After the immersive screening, DJ Matt Krysko performed a set, while the spooky theme continued as 'brides of Dracula' arrived at the after-party.

Neil Warburton, senior experiential director at The Marketing Store, told Event: "As part of the "Tales of the Unconventional" brand platform, we were challenged by Staropramen to create a one-off, never-to-be-forgotten experience for its discerning audience who expect the unique and unusual in life. The Night of the Sensory Cinema successfully created those unorthodox moments and we look forward to working with Staropramen, creating many more events in 2015."

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