In pictures: H&M, Fitbit and Tommy Hilfiger at Summer Streets festival


H&M, Fitbit and Tommy Hilfiger were some of the brands activating at Summer Streets, an annual festival held on Regent Street.

Held on four Sundays in July, Regent Street goes traffic-free, in a bid to encourage Londoners and visitors to relax and enjoy a range of games, exhibitions and pop-ups. The most recent Summer Streets, which took place on 10 July, showcased the theme of Health & Leisure, beginning with the British 10k London Run. 

Fitness brand Fitbit operated a pop-up featuring an inflatable ball pit, a Batak reaction game and spinning bikes, while Northface fitness instructors ran bootcamps throughout the day. Branded Tommy Hilfiger table tennis tables offered guests the chance to get involved in some light competition, while those who wanted to relax could enjoy free five-minute skin consultations from Kiehl’s On Wheels, and ice cream from a Godiva cart.

Elsewhere, fashion retailer H&M created an outdoor garden on the street where visitors could sit back, relax and unwind after their exercise, and during the evening visitors were treated to a performance from French Garden Opera in the intimate Heddon Street courtyard.

The next Summer Streets festival, to be held on 17 July, will feature a garden party theme.

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For more activations and experiential campaigns in London, download our latest report, London's Experiential Playground


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