In pictures: Fuse brings John Lewis to life at Kew the Music


Sport and entertainment agency Fuse has worked with department store John Lewis to create and build a bespoke customer garden lounge at this year's John Lewis Kew the Music festival.

The event, which launched on 16 July and ended on Sunday (20 July), took place at Kew Royal Botanical Gardens in London and featured a series of outdoor music concerts. The line-up consisted of Elvis Costello, Björn Again, Jools Holland and His Rhythm & Blues Orchestra, Simple Minds and Bill Bailey.

Fuse Sport + Entertainment, part of the Omnicom Media Group, worked with brand experience agency ClinkClink to create the custom-built activation, which was created for John Lewis customers who won tickets in a My John Lewis prize draw.

In the 270 square-metre hospitality area, guests were treated to BBQ food from Weber, Drunken Dairy ice cream and gin cocktails from Gin Foundry, which created a limited-edition ‘John Lewis Kew the Music’ gin, inspired by the company’s history and distilled especially for the occasion, to be used in a brand new cocktail.

A raised viewing platform also allowed John Lewis customers to see the stage, located on the Great Lawn opposite Kew Palace, as well as take advantage of edible planting which included mint, cherry tomatoes and apples.

David Paul, executive director, Fuse Sport + Entertainment, said: "We have been working with John Lewis for a number of years, bringing to life brand partnerships such as Kew the Music. Working with our build partner ClinkClink we created a unique garden lounge, designed in keeping with the natural beauty of the Royal Botanic Gardens, to provide a truly unforgettable experience for My John Lewis customers."

Kirsty Rockey, brand marketing manager at John Lewis, added: "We are delighted to be sponsoring Kew the Music for the third consecutive year. The event is held in such a unique and magical setting and gives us a fantastic opportunity to offer our My John Lewis customers a truly unforgettable evening."

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