Liam Gallagher's menswear brand Pretty Green will celebrate the launch of its Jimi Hendrix collection with a free, ticketed event next week. The event will take place at the brand's Carnaby Street store in London from 6-9pm and will give guests the opportunity to preview pieces from the new Pretty Green X Jimi Hendrix collection before it goes on sale across the country on 25 August. Special guest DJ, Simone Butler of Primal Scream, will provide the entertainment, with free drinks served courtesy of Brewdog. A Sony pop-up stall inside the store will sell Hendrix's albums.
Where Carnaby Street, London
When 18 August
Mobile phone brand Alcatel is inviting consumers inside a specially-branded taxi to enjoy a Virtual Reality (VR) experience. The IDOL 4 BOOM Taxi – named after the brand's latest handset – is travelling across the UK this August and September, stopping off at key consumer hotspots. Next week, it will be in North Wales. The VR experience aims to give consumers an introduction to the technology by transporting them to some of the most iconic landmarks in the world from the comfort of the cab. It utilises IDOL 4 technology, 360 sound and visuals to create a unique experience for those that enter.
Where Glass Butter Beach Festival, Abersoch, North Wales
When 18-21 August
Organic brewery Black Isle and premium spirit Arbikie are among brands hosting activations at this year's The Great Estate, an Edinburgh-based not-for-profit music festival. The event is being devised by events company Timebased. Black Isle Brewery and Arbikie, which produces a range of vodkas and gins, will both conduct tastings at the event. Drink Shop & Do, the cafe and bar concept, will also host craft and activity sessions during the day, while The London Disco Society will host evening club sessions for festival goers.
Where Vogrie Country Park, Midlothian
When 16-22 August
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