Top five experiential stories of the week

Benefit, Mercedes-Benz and Starbucks feature in our most read stories of the past week.

The pop-up is open until the end of August
The pop-up is open until the end of August

Benefit's ship on the Thames

The beauty brand caught your attention this week when it unveiled its makeover of a three-storey ship on the Thames - The Good Ship Benefit. At the opening event, guests could explore its themed rooms, including the outdoor Hoola Decks and its James Bond-style lair, the Porefessional Vault. The pop-up is open to the public – and available for private functions – until the end of August.  

Mercedes-Benz's Lakeside pop-up

Another popular story on Event this week was the Mercedes-Benz pop-up store inside the Lakeside shopping centre in Kent. Here, visitors can view its new A-Class and new C-Class Coupe in the flesh, alongside its Fortwo Cabrio smart car. There is also a range of branded merchandise on display and interactive tables where visitors can explore the rest of its product range. It will remain open until 9 May. 

Millennial 20/20's brand activations

Up next was Accenture and Expedia's plans for Millennial 20/20, which took place at Victoria House in London this week (13-14 April). As the event's title sponsor, Accenture created a pop-up shop, 'The World of Me', where visitors could customise products and make their own 3D jewellery. Meanwhile, Expedia let visitors try out different virtual reality apps at its booth. Other brands activating at the event included Pepsi Max and beauty brand Foreo.

L'Oréal's free styling sessions

L'Oréal Paris gave shoppers at Westfield London a free makeover at its styling hub last week (4-10 April). Created with agencies Rare Breed and Ocean Outdoor, the pop-up mimicked a hair salon, and was kitted out with products from the brand's new Studio Pro range. Following their treatment, shoppers could snap their hairdo in L'Oréal's branded photo booth. These photos could be shared on social media, and appeared on a billboard opposite the pop-up.

Starbucks' tea shop

Starbucks debuted its new tea range in a minimalist showcase at London Coffee Festival last week (7-10 April). Visitors at the pop-up could try nine varieties of Teavana, which were displayed inside timber frames around the space. Brand ambassadors were also on hand to create a range of drinks including iced shaken teas, tea lattes, hot brewed teas and blends of loose leaf tea customised to their taste.

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