Logic brings ‘steamtown’ to UK festivals


Experiential agency TRO has been working with Japan Tobacco International UK (JTI UK) to design and build “Logic Steamtown” – an interactive consumer installation made up of industrial, steam-powered machinery and anachronistic inventions. The visually stimulating, all-encompassing set provides the perfect backdrop for adult smokers and vapers to learn about JTI’s Logic Compact e-cigarette brand.

The festival environment creates an excellent opportunity for adult smokers and vapers  to take time out during the festival and visit Logic Vapes Convenience store where they can trial and purchase Logic products.

The interactive “Engine Room”, challenges visitors to weave their way around a series of steam pipes without getting buzzed while visitors get to rock out to their best tunes at the “Steam House Tavern”.

Steamtown Residents will also be in attendance, bringing the stand to life with fire performances and costume characters, immersing guests in a theatrical show.

Logic Steamtown has already toured Isle of Wight, NASS, Latitude and YNot festivals and will be visiting Boardmasters, Lost Village and Sundown in the coming weeks.

Lynn Bardsley, Activation Director at TRO, said: “Working with JTI our objective was to create a stand out Logic destination and hub that delivers unique trial and engagement experiences to all those who visit. Competition between brand experience spaces within festivals  has never been higher and we knew that to achieve our objective we needed to create something that stood out from the crowd. Steamtown has a Logic brand and product inspired identity and is like no other stand.”