Excluding Christmas Day, the annual festival will be open from 10am until 10pm every day until 3 January. Event partners include outerwear retailer Regatta, which has erected a pop-up shop within the Bavarian Village, and Austrian ski resort Zillertal – the sponsor of this year’s ice rink.
Jägermeister is also activating with an alpine-style bar area, while cult London drinking establishment Mr Fogg’s has created a bespoke pop-up cocktail bar for the event.
The Magical Ice Kingdom invites guests to explore frozen sculptures at -10 degree temperatures. Following their chilly experience, visitors are provided with hand warmers by brand, HotHands on their departure.
Other highlights include Zippo’s Christmas Circus, a street food market and an ice bar.
Media group IMG acquired Winter Wonderland’s production company, PWR Events, in July. PWR Events was awarded the contract to promote and manage Winter Wonderland in London until 2017.
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