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Events News & Analysis

The latest news & analysis covering event marketing, exhibitions, product launches, parties, hospitality and other brand experiences.

In pictures: Lululemon's Sweatlife festival

In pictures: Lululemon's Sweatlife festival

Lululemon Athletica hosted a one-day Sweatlife festival on 22 July at London's Tobacco Dock, inviting guests to combine sweat sessions with personal development.

Food Network launches 'Fakery' in London

Food Network launches 'Fakery' in London

Food Network is celebrating the launch of new show Bakers vs Fakers by opening the UK's first 'Fakery' in London.

Behind the scenes: Westfield's Future Forest experience

Behind the scenes: Westfield's Future Forest experience

Shopping centre Westfield Stratford City and Westfield London have teamed up with Bompas & Parr to stage a multi-sensory 'Future Forest' experience.

O2 renews 10-year O2 Academy deal with focus on customer experience

O2 renews 10-year O2 Academy deal with focus on customer experience

O2, Live Nation and Academy Music Group have announced a renewal of their alliance for O2 Academy venues, which will include a focus on customer experiences.

Event and London & Partners measure value of experiential in capital

Event and London & Partners measure value of experiential in capital

Event has teamed up with London & Partners, the city's official promotional company, to assess the value of experiential to the capital.

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BBC launches The Biggest Weekend festival

BBC launches The Biggest Weekend festival

The BBC has announced the launch of its latest music festival, The Biggest Weekend, which will take place across four sites in the UK across four days.

Global: Honda unveils food experience as part of Civic Tour series

Global: Honda unveils food experience as part of Civic Tour series

Automotive brand Honda is staging a pop-up food and music experience as part of its Civic Tour, an annual music festival taking place across North America.

Syfy to host food truck for 'Midnight, Texas' launch

Syfy to host food truck for 'Midnight, Texas' launch

NBCUniversal TV channel Syfy is offering fans a taste of Texas BBQ and the supernatural with tastings from a themed food truck at this year's Film & Comic...

Drambuie to bring back 'The Brass and Crimson' gig series

Drambuie to bring back 'The Brass and Crimson' gig series

William Grant & Sons whisky liqueur brand Drambuie is bringing back its The Brass and Crimson tour this year, celebrating the modern interpretations of...

Top five experiential stories of the week

Top five experiential stories of the week

Kim Myhre leaving FreemanXP, an immersive horror house from Warner Bros, an ice cream bus from Fuller's Kitchen, Panasonic's #HairytTales tour and a sushi-themed...

Lululemon, Topshop and Gap to activate at Summer Streets festival

Lululemon, Topshop and Gap to activate at Summer Streets festival

Regent Street's Summer Streets Festival is set to feature a number of experiences from fitness and retail brands.

Hayman's Gin to stage sushi-themed bus tours

Hayman's Gin to stage sushi-themed bus tours

Gin brand Hayman's and bakery company B Bakery are bringing back their afternoon tea bus tours with a new 'Sushi and Gin' theme.

Sipsmith to open secret terrace

Sipsmith to open secret terrace

Gin brand Sipsmith is set to create a secret terrace on a London rooftop next month, inviting guests to enjoy a unique pub picnic.

In pictures: CB12 takes over London with 'Bubbleheads'

In pictures: CB12 takes over London with 'Bubbleheads'

Mouthwash brand CB12, part of the Virgo Health group, took over London's streets with a team of 'Bubbleheads' to crown London as the bad breath capital...

Event TV: EE launches 4GEE Community Cinema Club

Event TV: EE launches 4GEE Community Cinema Club

Mobile network brand EE is launching a 4GEE Community Cinema Club, in partnership with BAFTA, a film series which aims to bring outdoor cinema experiences...