Top five experiential stories of the week

Virgin Holidays, Reebok and National Geographic all feature in our most read stories of the past week.

The treehouse was inspired by a Virgin Holidays Wonderlust trip to South Africa
The treehouse was inspired by a Virgin Holidays Wonderlust trip to South Africa

Virgin Holidays’ South Bank treehouse stunt

Virgin Holidays surprised visitors to the South Bank on Monday (25 January), when it revealed a giant luxury South African-style treehouse. Forming part of its new Dream Bigger marketing campaign, the structure drew inspiration from its Wonderlust holidays, with consumers able to win the chance to stay in the treehouse this week.

Event also spoke to marketing director Claire Cronin about the stunt in more detail.

Reebok’s pop-up gym


Reebok helped the general public burn off a few more of those Christmas calories with its The Gym Is Everywhere pop-up last Friday and Saturday (22-23 January). The exercise classes were located within Shoreditch Boxpark in London, with the pop-up kitted out with tyres, logs, sandbags, benches and brooms.

National Geographic’s clockwork lion

The supports National Geographic's Big Cat Week initiative (@NatGeoChannelUK)

Trafalgar Square saw a new lion sculpture join the famous collection on Thursday (28 January). Created for National Geographic, the lion statue was made from more than 500 clock parts and aimed to communicate the message that ‘time is running out’ for Africa’s wild lion population.  

TfL plans themed festival series

Frame is currently hosting fitness classes and events at its pop-up

Transport for London (TfL) is to create a series of themed festivals exploring areas such as sport, design, technology and music. They will be located in a pop-up space at Old Street Underground Station, with secret events and other brand experiences planned. The current ‘festival’ is focused on health and wellbeing, with fitness classes, interactive artwork and morning yoga taking place.

Westfield’s multi-sensory experience

Indulgence 2016 will visit both Westfield centres in February

Westfield is to offer shoppers the chance to explore a multi-sensory food experience which will focus on unique and unusual dishes. The retailer has teamed up with sensory design and branding agency Condiment Junkie which will create the dishes using products used from Westfield’s partner for the event Marks & Spencer. The experiences will take place at its Westfield London and Stratford locations in February, and will comprise four rooms, each with a different theme.

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