Landsec are extremely proud and excited to be the latest addition of the IPM. Landsec is a property developer, shaping places for life, work and play. From iconic city landmarks and retail destinations around the UK, to office space in London’s most coveted locations.

In 2022, we launched a suite of retail products. Understanding that a traditional, one-size-fits-all leasing model was no longer fit for purpose. Our products reflect this new reality. One of these products is Spotlight.

Spotlight by Landsec is our brand experience, media and partnership product.

We provide flexible platforms for brands to create bold, bespoke and unforgettable activations to an already engaged audience. From the desirable South Coast to the culture rich capital of Cardiff and back into the vibrant heart of London’s West End, we believe we’ve got any brands needs covered.

Our aim is to push brands to consider what is possible within a retail destination. To use of places as a canvas. Whether it’s an event at a single location, or scaled across multiple. OOH and DOOH.

The cherry on the icing of the cake. Piccadilly Lights is a Spotlight by Landsec offer. A London landmark that 100m people walk past and see over a year.

Craig Engall, Brand Experience Manager at Landsec states: ‘We are hugely excited to return to the IPM community. IPM provides a great platform for industry experts to build on ideas and raise the bar, which is only a good thing for not only our venues but the industry as a whole. We are looking forward to getting involved and discussing more about our Spotlight products and how they can benefit current and future brand campaigns.’

To date, Landsec have partnered with leading brands including: Lego, Samsung, Netflix, Polestar, NASA, Nintendo, Universal, Disney, Haribo, LVMH, Unilever and many, many more.

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This September, Birds Eye is opening a colour-packed and interactive children-only restaurant with a difference in Holborn.

Many parents identify their children as picky eaters – which can make it a real struggle to get them to eat the daily recommended amount of fruit and veg. But often it is just that the children dislike the way something is cooked, and they will actually enjoy the same ingredient when it is served in a new or different way – or environment.

The ‘First Plates’ Restaurant will test this theory by serving up an array of vegetable-based dishes in a new, bright and child-friendly way to encourage them to eat more of their greens, oranges and yellows. There will also be a guest appearance from Dr Elizabeth Kilbey, star of Channel 4’s The Secret Life of 4, 5 and 6 Year Olds, who will be providing hints and tips on how to navigate picky eaters and get the whole family tucking into a more colourful plate.

Open for children aged 4-7, attendees will also be treated to a series of entertainment including a balloon artist who will create a colourful balloon vegetable for each child as well as an interactive play zone featuring a Birds Eye Garden Pea Ball Pit and more.

The restaurant has been launched in celebration of Birds Eye’s new TV ad campaign, ‘Eat in Full Colour’, which encourages Brits to add more colour, and therefore goodness, to their plates.

Tickets to the Birds Eye ‘First Plates’ Restaurant are free and can be booked here https://www.eventbrite.co.uk/e/birds-eye-first-plates-restaurant-tickets-72231037979 and secure your tickets

Location: Icetank, 5-7 Grape St, Holborn, London, WC2H 8DW

Date: Saturday 21^st September

Time: 2.30pm until 4.30pm

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To support the launch of Vodafone’s new unlimited data plans, Haygarth announces the #BeUnlimited experience– an immersive brand experience that invites consumers to see, hear and feel what it’s like to live a life without limits.

Inspired by the reality of limited data preventing consumers to experience life to its fullest, the activation aims to take consumers on a sensory journey to free them from their limited data life and show them the unlimited potential of unlimited data.

The activation hosts a series of awe-inspiring audio/visual experiences, an Infinity mirror selfie booth and a chance to win the latest Samsung smartphone by sharing pictures on social media.

#BeUnlimited tour dates are as follows:

Westfield White City: 16^th – 26^th August

Edinburgh Festival Square: 29^th August – 1^st September

Newcastle Grainger Street: 5^th September – 8^th September

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Bentley Motors tasked experimental production partner, UNIT9, with creating a three-week experiential installation, to mark the luxury car brand’s Centenary by giving thousands of people a sense of Bentley’s vision of the future.

Launched on the 10th July, The Future of Extraordinary Journeys takes place at the brand’s flagship showroom, CW1 House, in Crewe. Visitors encounter a fully immersive and highly unconventional car launch: a multisensory spatial experience that allows guests to ‘feel’ Bentley’s proposed car design for the year 2035.

The event reveals the new concept car in one-hour sessions that let visitors interact with spatial, playful and atmospheric experiences that stimulate the senses. Each element creatively signals the human experiences curated by the future car: Air for health and enjoyment, simulating open top driving; Light for wellbeing; and Earth for the connection with driving dynamics and cocooned autonomous driving.

The Light area conveys the physicality of light by projecting animations over hundreds of suspended strings to create the effect of sunlight rays that people can touch. The Air section is a temporary scent-saturated forest, made from real vegetation that will be replanted at the end of the installation, enhanced with floating screens that augment the natural environment. The Earth installation features giant tubes with LED lights firing towards guests at varying speeds to create the exhilaration of speed and dynamic driving.

Once the sensory journey is complete, a hidden door opens within the giant curved screen that surrounds the space to reveal a physical model of Bentley’s 2035 car. 4D effects and artistic screen content are then used to contextualise the car’s features and the brand’s 100-year heritage.

In addition to creating the three-week event, UNIT9 also developed a supporting microsite, social content and an ‘AR Travel Pack’ which allows the event to travel around the globe and be accessed by students and the wider public, so continuing Bentley’s conversation around sustainability, craftsmanship and luxury.

Louise Burns, Head of Strategic Marketing Projects at Bentley Motors’, said: “Bentley stands for craft and craftsmanship so UNIT9, with their own exceptionally high standards, were the perfect partner for this project, which lets us communicate Bentley’s extraordinary journey into the future to people all over the world.”

Stephan Bischof, Creative Director at UNIT9, added: “It’s difficult to convey a car that’s 16 years ahead of its time, so we relied on emotion to help guests feel Bentley’s futuristic vision. To achieve this, we approached the event from a non-automotive point-of-view, focusing on reliving the emotions that are tied to a journey’s extraordinary moments. Visitors consequently get a better understanding of Bentley’s 2035 concept car, while building a deeper emotional connection to the brand.”

The experience ends on Thursday 25th July at 6pm

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A new augmented reality wall mural has been unveiled in Shoreditch, London to promote the launch of BIG BAD…, the new album from British rap artist, Giggs. By downloading an app via a QR code at the wall, fans can point their device at the wall and watch the hand-painted mural come to life with a scene based on the album launch video.

Located at London’s first dedicated augmented reality wall mural site, the installation has been provided by Gate Reality, an end-to-end augmented and virtual reality experiences production house, and AllOver, an experiential advertising agency focusing on handmade artisan OOH.

They were appointed by Island Records, a British record label owned by Universal Music Group and whose artists include, among others, Giggs, Dizzee Rascal, Ariana Grande and Mumford & Sons, to provide a unique experience promoting the BIG BAD… album release and to engage fans in an exciting and genuine way.

Akosua Scantlebury, Urban Division Manager at Island Records, commented: “BIG BAD… is an album of enormous ambition and arguably Giggs’s finest achievement. The album was introduced to fans through a high energy cinematic trailer, which set the tone for the whole campaign. At Island we really wanted to match that ambition with an interactive visual that stops people in their tracks. Through collaboration with Gate Reality and ALLOVER, I think it is safe to say we achieved that.”

The experience works by using augmented reality image tracking where the app is programmed to recognise the wall as the specific target. This target is then used as a trigger to launch the experience and to map the augmented objects to the specific real-life environment.

Gate Reality used green screen footage of Giggs from his album release video to create his giant form dominating the London skyline, along with 3D models of helicopters and tanks. Both the mural and footage were carefully designed and manipulated to make it appear as though Giggs is moving within the scene.

Ed Morris, Co-Founder & Director at Gate Reality, said: “Giggs has become recognised as one of the most vital and exciting artists around – his two previous albums reached #2 on the UK album charts and he’s collaborated with the likes of Drake, Ed Sheeran and Mark Ronson – and so we were delighted to be a part of this project. BIG BAD… is a very visual album and so this augmented reality mural is the perfect way for Giggs to engage his fanbase.

“By combining street art with mobile AR technology, we can give our clients and brands a platform to tell more engaging and shareable stories across physical and digital mediums, elevating the potential reach of localised out-of-home advertising. We look forward to using this site to bring more brands to life through this compelling medium.”

The augmented reality wall mural is located at 28 Redchurch Street, London.

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On 24th March 2019, Penguin Classics is launching ‘Happy Reading’, its first ever pop-up bookshop in Shoreditch to celebrate reading for pleasure and the special books that impact our lives.

Showcasing the range and diversity of world literature, the space will display a single copy of each of the 1,257 books in the world-renowned Penguin Classics list. Happy Reading is both a shop and a cultural space for readers to explore, discuss and challenge the literary canon.

During the evenings, the space will host a range of events and workshops. Confirmed events include a Mother’s Day candle making workshop with Literati & Light, a panel discussion on happiness in partnership with Refinery29 and an event focusing on women in the canon with Penguin Live.

Sam Voulters, Brand Director for Penguin Classics, says: “In 2019, we will be celebrating the concept of reading Classics for pleasure – Happy Reading – through a major outdoor campaign looking at the individual books that have changed readers’ lives. Happy Reading: The Penguin Classics pop-up shop is a physical manifestation of this message, bringing together diverse voices to explore, discuss and challenge the idea that these are books to love, not just to study.”

Working with the National Literacy Trust, Penguin Classics is inviting schoolchildren from the local area to engage with literature in lots of exciting ways. Jonathan Douglas, Director of the National Literacy Trust, says: “We know that children and young people who enjoy reading do better at school, at work and in life. Books give children the words, ideas and knowledge they need to flourish, which is why we are so thrilled to be working with Penguin Classics to introduce these books to a new generation of readers. Filled with characters, experiences, emotions and perspectives that are still relevant today, the classics provide something to inspire every young person to fall in love with reading for a lifetime.”

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Female empowerment, activism, discovery and self-care collide in the latest event from The Body Shop. The free pop-up will take place on 9th and 10th March at the Truman Brewery in Shoreditch.

Created to celebrate women and featuring artwork by Laura Callaghan, guests will be able to enjoy free makeovers, express facials, massages and hair braiding, as well as a selection of inspirational workshops.

The space will include the ‘A She in Every Shea’ exhibition celebrating 25 years of the women behind The Body Shop’s Community Trade shea butter. There will also be a curated shop, offering 25% off and a free Goodie Bag worth £30 when guests spend over £25.

A selection of female role-models and activists will be speaking at the #empowHER talks and workshops, sharing insightful tips and life lessons. A range of topics will be discuessed, covering everything from body confidence, anxiety, finding your game face, everyday activism, carving a career your way to looking after yourself.

Speaking at the #empowHER sessions will be:

• Megan Crabbe, body positive activist and author
• Fearne Cotton, broadcaster and author of ‘Happy’
• Scarlett Curtis, author of ‘Feminists Don’t Wear Pink’
• Pixie Geldoff, activist and model
• Cat Meffan, yoga teacher and wellness blogger
• Sonny Turner, model and activist
• Deborah Frances-White, comedian and host of ‘The Guilty Feminist’ podcast
• Clare Amfo, Radio 1 DJ
• Laura Whitemore, presenter

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It’s what’s on the inside that counts, and that’s certainly true with the opening of Krispy Kreme’s indulgent doughnut playground this March.

The two-day experience, created by brand communications agency, DeVries Global, is located in the heart of Leicester Square. Guests will discover a doughnut-themed space filled with intriguing surprises, including the new Krispy Kreme Original Filled doughnuts. The pop-up will be open to the public on 8th and 9th March.

Doughnut aficionados will be able to step inside to discover the walls dripping with chocolate and caramel, suitably sweet photo moments and more. There will also be a secret ‘lucky dip’ porthole delivering delicious new Original Filled doughnuts to guests, oozing with five new tempting flavours: chocolate hazelnut spread, salted caramel and three limited edition flavours that will be completely exclusive to the event – (and those will be kept under wraps until the doors open).

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Written by Paul Cope, Managing Director of the IPM in collaboration with Andrew Orr, Client Services Director, TRO, Helen Hanson, Founder and Creative Director, Hel’s Angels, Neil Survilla, Business Director, Kreate and Joe Sheppard, Managing Director, POD Staffing.

This article was first featured in Campaign this week and presented by this group on behalf of the IPM Experiential Community at the Event Production Show, Olympia on 26^th February.

The past decade has seen a much-reported surge in the ‘experience economy’. People are seeing the value of moments and interactions over stuff. Which makes sense. We’ve got loads of stuff, but we crave opportunities to connect, experience and share more than ever. Watch ‘Minimalism’ on Netflix, read ‘Stuffocation’ by James Wallman or talk to your nearest millennial if you’re yet to be convinced by this burgeoning trend.

As a consequence, the expectation of what experiential marketing can, and should, achieve for brands has not unreasonably increased significantly. Our understanding of consumer behaviour and how people interact with experiences, the opportunities presented by emerging new tech, and the tools and techniques we use to measure the effectiveness of these experiences have all evolved at great pace.

However, this development doesn’t appear to be equally true of the highly specialist area of experiential staffing. Commoditisation and a ‘race to the bottom’ on price have been worryingly prevalent during the same ten-year period. Hourly rates have, for the most part, remained at the same level as they were in 2009. Not when adjusted for inflation or in real terms… the same amount. This has had – and is having – a hugely detrimental effect on the quality of individual that can be hired and the level of training that can be given, inevitably impacting the success of experiential activation.

According to Andrew Orr, Client Services Director at TRO: “In a world seemingly dominated by the language of uncertainty – the gig economy, surveillance capitalism, fake news, chat bots, click farms, Artificial Intelligence and so on – people are crying out for the human touch, and that includes from brands. In our headlong rush towards all things tech, it is essential that we don’t forget the human and their unique role in delivering emotional connection”.

Who hasn’t been enjoying a well thought-through and fantastically realised event or brand experience, only to have the whole thing scuppered by a monosyllabic gum-chewing student or grumpy out of work actor thrusting a product sample in your general direction? Often this is the outcome of a depressingly familiar erosion of the staff hourly rate and training cuts throughout the development process, and is entirely avoidable.

Effective recruitment and appropriate levels of training are, of course, essential steps in delivering remarkable human interaction. Helen Hanson, Creative Director and founder of Hel’s Angels, is very clear on this point: “There are many different types of staffing, but we must accept that experiences which demand hand-picked and trained Brand Ambassadors will cost more. The job of a Brand Ambassador is often to be the face of a brand, to create a bond of trust between that brand and its target consumers. Like any credible role, this requires a thorough search and selection process, skills testing, cultural mapping and matching, and a fit-for-purpose training programme.”

Perhaps then, by glimpsing into the near future and attempting to understand the context within which brand experiences will need to perform, we can truly appreciate what we need to do now from a staffing point of view to positively influence success. For Neil Survilla, Business Director at Kreate, the first step is to appreciate the cultural landscape: “We’re seeing a number of growing trends that are influencing the work we do: the desire for deeper, longer-term experiences, the expectation of cultural relevance and appreciation, sustainability, seamless integration of tech, social reach and proof of success. These are all aspects which require very specific skills from the brand ambassadors staffing the experience, and if any of these elements falter then effectiveness measures usually suffer”.

Add to this the need for water-tight compliance (codes of conduct, HFSS, GDPR, employment law etc), the opportunity to develop rich content that can be enjoyed beyond a one-off experiential campaign, and a growing transactional/retail aspect and it’s clear that much is expected of the people at the brand coalface.

At the IPM we will be supporting the industry in this evolution of the brand ambassador, specifically by working with our members (and beyond) to agree future-proofed standards of skills, training, pay and conduct. Creating a support network that protects brands, staff and agencies alike, and calling out great – and less than great – working practices, will go some of the way to securing a bright future for experiential staffing. The rest will be up to the people that do it.

I’ll leave the last word to Joe Sheppard, Managing Director of POD Staffing: “Our industry is actually in a pretty good place. The benefits of experiential are clear. But there’s still work to be done. The very best activations have a quality brand ambassador team at their heart, so cutting standards, pay and training at this key point of interaction is completely counter-productive”.

The message, then, is clear: when it comes to implementing great brand experiences, whatever you do, don’t forget the human.

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Brandwidth, the digital agency which specialises in providing practical innovation, has announced the launch of a new augmented reality experience for Toyota GB, which enables customers to ‘see inside’ the carmaker’s C-HR model.

The new Toyota Hybrid AR application uses AR technology and objective recognition software to overlay graphics of the inner workings of the Hybrid drivetrain onto physical vehicles, helping customers to gain a better understanding of how the system works.

The iPad app, which will be used in Toyota showrooms as well as at other locations including shopping centres and trade shows, brings to life the different drive states of the vehicle, showing how the various elements of the drivetrain interact with each other. By tapping on a drive state, such as ‘deceleration’ or ‘heavy acceleration’, customers can see which parts of the hybrid system are in use and how energy is passed between them.

The 3D experience also features a number of ‘hotspots’ which, when clicked on, enable customers to get in-depth information on key features of the system, such as the motor, battery and fuel tank.

Brandwidth worked with Toyota to develop the Hybrid AR app as part of an ongoing drive to educate the brand’s customers on hybrid technology and the benefits it offers.

The app currently supports the Toyota C-HR model, across all grades and colours.

Chris Wicks, Group Account Director, Brandwidth, said: “Toyota has always been a leader in automotive technology, selling hybrid cars for more than 20 years. Now, with the launch of the Hybrid AR app we’ve created, it’s breaking new ground in the use of AR to enhance customer experience in the car showroom. We’re delighted to have partnered with them on this exciting initiative – another great example of the innovative technology solutions we’re offering our clients.”

Stephen Duval, TCMS & Direct Marketing Manager, Toyota, said: “As pioneers in the hybrid space, we wanted to find a way to help our customers understand how hybrid technology works, and demonstrate the many benefits it offers. This innovative new AR experience, created in partnership with Brandwidth, brings the C-HR’s hybrid drivetrain to life in a simple yet highly engaging way.”

See the app in action here.

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