Smirnoff House experience to make UK debut at Creamfields

Smirnoff House has already appeared in Belgium and Australia
Smirnoff House has already appeared in Belgium and Australia

Festival-goers at Creamfields in Cheshire will be the first in the UK to experience the Smirnoff House concept this August (28-30).

The initiative is part of the vodka brand's new 'We’re Open' campaign, which aims to bring people together, and is designed to provide the ultimate house party experience.

A host of top DJs will perform live from a living room-style setting. Their sets will be streamed live by dance music magazine Mixmag, sharing the content beyond the festival.

Julie Bramham, marketing director for Smirnoff Western Europe, said the concept has already been a "great success" at a number of festivals worldwide and is confident there will be a lot of excitement and interest from UK fans.

"The Smirnoff House is about breaking down boundaries between artists and fans, bringing people together and celebrating the feeling of inclusivity which is synonymous with the Smirnoff brand," she explained.

"Partnering with Mixmag helps us to extend this further by democratising the music and allowing the good times to be streamed to everyone across the world."

Smirnoff House is part of the global, multi-year partnership between Smirnoff and Live Nation Entertainment, which will see Smirnoff as the lead vodka sponsor at 26 music festivals worldwide. UK festivals featuring as part of the partnership include V Festival and Glasgow Sessions, where Smirnoff will be creating unique fan experiences aimed at driving consumer engagement.

The Smirnoff House first arrived at Tomorrowland, Belgium in 2014, where content was filmed, reaching 17 million people across the world. It has since featured at Stereosonic in Australia and will soon appear at Sonne Mond Sterne, Germany.

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