Top five experiential stories of the week

Hoegaarden's floating garden, Magnum's Regent Street fashion festival and Weetabix's On The Go activation were among the most popular stories this week.

Top three experiential stories of the week
Top three experiential stories of the week

Hoegaarden to launch sensorial East London barge bar

The story that Belgian beer brand Hoegaarden, owned by AB InBev, is to create a 'floating gaarden' barge bar that will travel along the canals of London was the most read story this week. 

The Floating Gaardens, billed as 'a voyage of sensory discovery on East London's canals', will be docked in the East End, at Hackney Wick’s Number 90 Bar & Kitchen during the week. It will roam the canals of the city from Number 90 on the weekends, from 30 July through to 21 August, for a total of four weeks.


Event Awards 2016 shortlist revealed

Interest in the Event Awards made this the second most read story of the week. The shortlist for this year's ceremony includes brands such as Google, Nike, Topshop, Barclays, L'Oréal and Clarins.

The Event Awards 2016 are already proving to be highly competitive, with more than 300 entries from agencies, brands and partners across 23 categories. The Best Brand Experience (B2C) category will be hotly contested with more than 35 entries.


In pictures: Magnum hosts Regent Street fashion festival

Ice cream brand Magnum transformed Regent Street into a fashion playground on 24 July. The festival, created together with agency Hot Pickle, saw Regent Street and Unilever-owned brand Magnum showcasing the ultimate outdoor fashion moment.

A fashion show hosted by Magnum highlighted a selection of looks from Regent Street designer brands including Oliver Sweeney, Karl Lagerfeld, Reiss and Goat to name a few.


Weetabix to deliver 'proper breakfasts' to festival-goers

Breakfast brand Weetabix will be delivering samples of its new On The Go bottled breakfast drink to the tent doors of festival-goers this summer.

The brand has partnered with entertainment company Live Nation to raise awareness of the new breakfast drink at V Festival in Stafford & Chelmsford (20-12 August) and Reading Festival (26-28 August).


Heineken unveils plans for Holland Heineken House at Rio 2016 Olympics

Heineken is staging its Holland Heineken House concept for the Summer Olympic Games in Rio, which will see the brand offering a range of hospitality and entertainment options to fans.

The Holland Heineken House, the beer brand's main activation at this year's Games, will be located in the Leblon district of Rio. The venue offers nearly 100,000 sq ft of facilities and activities for fans searching for a festive environment to enjoy and celebrate the spirit of the Games.


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