House of Fraser has invited consumers down to its beauty hall today where duo Maxi & Bougie will be parading the beauty hall.
Consumers will then be asked to share the photo using the hashtag #HOFPride. A print out of the image will be provided at the Pride Hashtag station at Benefit cosmetics.
The beauty brands will also be on hand offering complimentary makeovers and showing off its new exclusive eyebrow range.
On Saturday, 25 June, Gap will be hosting events at both the Oxford Circus and Flagship Store.
At the Oxford Circus store there will be a "wheel of fortune" promotion where everyone’s a winner. Prizes on offer include free t-shirts, whistles and lollipops.
There will also be a team from late-night event organisers TALLOWAH LDN who will be dj-ing instore, dancing and creating a moment in the windows.
The flagship store will see DJ Adam Turner spinning the tunes.
Other brands including Bulmers cider and Starbucks are launching activations during the weekend.
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For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground.