Top five experiential stories of the week

Coors Light to stage ice cave rave experience

Molson Coors-owned beer brand Coors Light announced earlier this week it is to stage a series of 'Ice Cave Raves' in Sheffield from 15 to 25 September. The free rave events will form part of a 10-day pop-up Ice Cave experience in Devonshire Green. Each session will last one hour, with guests greeted by a Coors Light arctic explorer, led to the bar to enjoy a 'Damme Cold' Coors Light or Coors Light mountain cocktail, then invited to hit the dancefloor for a 30-minute rave. The beer brand has also partnered with dance music and club culture magazine Mixmag to select the UK’s coolest DJs to play throughout the ten day residency.

Inquiry sought following Festival No.6 flooding

Councillors have called for an inquiry into why a park-and-ride site for Wales' Festival No.6 was put on a known flood plain. Around 200 people had to take refuge at Porthmadog leisure centre overnight on Sunday (4 September) when a nearby river burst its banks flooding the car parks, making it impossible for some festival-goers to get home. A spokesperson for Festival No.6 told Event they have used the park and ride site without incident for the past four years. "We strive to deliver the best customer experience for all our guests and are genuinely saddened by the outcome of this weekend," they commented. The four-day music and arts event (1-4 September) saw brand activations from the likes of Volvo with its Scandinavian hideaway and soft drinks brand Firefly.

Tanqueray creates 'hanging gardens' in London's West End

Diageo-owned gin brand Tanqueray Ten has partnered with florist Rebel Rebel to create the Hanging Gardens of Kyoto Terrace, an installation inspired by Japanese gardens and the botanicals of the gin. The garden has been installed at Japanese restaurant Aqua Kyoto on Regent Street. The partnership is the first within the 'Perfect Ten' series, a campaign celebrating the craftsmen behind some of the UK’s most innovative and leading luxury brands and their constant strive for perfection. It will remain in place until the end of September and is open seven days a week.

Lidl to host 'mussel beach' culinary experience

Supermarket chain Lidl will host a three-day interactive culinary event from 15-18 September paying homage to Scottish mussels. Titled Mussel Beach, the event will take place just off Brick Lane in London and will replicate the Scotland's Isle of Mull, where the retailer sources its mussels from. On arrival guests will be given the opportunity to gaze at the Isle of Mull’s starry night, recreated using Kinect technology, while suspended on swings made from the ropes used to catch mussels, before walking across a jetty to pause for reflection in Lidl’s very own lake, incorporating water sourced directly from the Loch itself. Experimental chefs from Blanch & Shock will be creating five recipes using the mussels.

Aston Martin opens first brand experience boutique

Luxury sports car brand Aston Martin has launched its first brand experience boutique in London's Mayfair. Aston Martin at No. 8 Dover Street, will serve as an 'intersection of the company’s products, experiences and brand collaborations' and will be used to host design master classes, art exhibitions, dinner series and other exclusive events. The boutique features a bespoke mosaic floor handcrafted from European oak, a 'Starry Night’ light installation and a huge 120-inch TV screen. Products from partners including Hackett London, Marma London, Quintessence Yachts, Emilia Burano and Silver Cross are on display. It is open seven days a week from 10am until 6pm from Monday to Friday and from 11am to 5pm on Saturdays and Sundays.

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