Leffe partners with National Gallery for festive cinema pop-up

The National Gallery's Wohl room: hosting pop-up screening
The National Gallery's Wohl room: hosting pop-up screening

Belgian abbey beer Leffe is celebrating the festive season by teaming up with the National Gallery and its Star Trail to launch a series of special pop-up film screenings.

In the evenings, from 14-18 December, Christmas classics featuring some of cinema’s best-known stars will be aired in the National Gallery’s Wohl Room. Festive film fans can enjoy favourites including It’s A Wonderful Life, Love Actually and White Christmas

Visitors can enjoy a complimentary ‘Leffe Christmas’, a characterful and unique blend of beer with hints of clove and caramel, or the more authentic Leffe Blond with a slight hint of bitterness, from the Gallery’s festive bar. If time permits, they can also gain exclusive after-hours access to some of the paintings from the Star Trail, which showcases how stars and constellations have always been a source of inspiration for artists. The trail encourages visitors to search, discover and learn about the stars of the gallery.

To encourage viewers to sit back and relax, the National Gallery will also be showing a short documentary film, Slow Time, ahead of the festive film screening. Slow Time was created by BAFTA nominated filmmaker Gary Tarn, on behalf of AB In Bev brand Leffe, and explores six artists and artisans’ unique appreciation of time by offering a rare glimpse into their working methods and thinking.

In Septmber, Leffe partnered with Picturehouse Cinemas and Digital Cinema Media for a one-night 'hop-up' screening, which also featured Slow Time. Belgian beer brand Heverlee, meawhile, brought a taste of Belgian 'frites' to the UK over the summer. with a touring bar and friterie experience.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

Subscribe today for just $116 a year

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.com , plus get exclusive discounts to Campaign events

Become a subscriber


Don’t miss your daily fix of breaking news, latest work, advice and commentary.

register free