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This London Fashion Week, Mulberry launches the ‘Made to Last’ activation inspired by the brand’s responsibility commitments to past, present and future, the programme of events launches in the brand’s Bond Street store from 14th February. An immersive installation will bring the brand’s craft and design ethos to life, complemented by a three-day programme of live music, exclusive events, craft workshops and a pop-up café.

Made to Last sees Mulberry’s carbon-neutral Somerset factories transported to Bond Street where customers will be able to watch Mulberry craftspeople create the recently launched 100% sustainable leather Portobello Tote in a choice of limited-edition colours.

Customers continue their journey through a mixed-media installation that explores the brand’s commitment to crafting responsible luxury.

The brand will also be launching a progressive circular economy programme: The Mulberry Exchange. This new suite of services invites customers to have their Mulberry bags authenticated and
appraised, with the opportunity to put this value towards a new purchase. A curated selection of pre-restored bags will be available during the weekend – donated by some of brand’s most high-profile fans. Pre-loved and archive pieces will be available for purchase at the Bond Street and Gees Court stores, with a focus on rare silhouettes and limited-edition pieces, carefully revived by Mulberry’s restoration artisans in Somerset.

Thierry Andretta, CEO of Mulberry, says: “I am delighted to oversee the launch of The Mulberry Exchange. This innovative set of services celebrates decades of artisan skills nurtured in our Somerset factories and embraces the principles of a circular economy. We’re proud to offer our customers the chance to give a pre-loved bag a second life and purchase timeless designs from Mulberry’s archive.”

A series of industry talks kick off with creative director Johnny Coca, with the store also hosting live music, an on-site café from cult East London bakery Pophams and the chance to get hands-on and make your own Mulberry piece with craft workshops.

The space also introduces the new M Collection, a capsule of bags and outerwear crafted from a blend of ECONYL® regenerated nylon and sustainable cotton.

Johnny Coca, Creative Director at Mulberry, says: “The M Collection takes an innovative approach to new materials and to British heritage. The brand’s M Initial has been interlocked in a play on Brutalist architecture and heritage textiles such as houndstooth to create an urban, abstracted pattern that draws on our shared spaces and histories.”

The Mulberry Green charter sets out the brand’s commitments to make a positive difference to its people, the environment and the community in which it works and is focused around materials,
manufacturing, product and people. It also encompasses the brand’s lifetime restoration service which allows customers to revive, rather than replace, a well-loved bag. In this spirit, the Bond Street installation has been carefully designed with everything from reusable set pieces to sustainable coffee cups.
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Creativity has been brought to life in brick-form at The Savoy after The LEGO Group unveiled the Twelve Rebuilds of Christmas.  A rewrite of The Twelve Days of Christmas, each line of the classic Christmas carol has been re-imagined as if through the eyes of a child, so instead of Five Gold Rings and a Partridge in a Pear Tree, this year carol singers will be singing about Santa’s New Wheels and a Dragon Shaped Christmas Tree.

372,931 bricks, and 2,200 man hours have gone in to taking the song lyrics and turning them into The Twelve Rebuilds of Christmas, on display at The Savoy for the public to see until 3^rd January 2020.

This follows the recent launch of The LEGO Group’s biggest-ever global brand campaign, Rebuild the World, which champions the importance of creativity as a key 21st century skill and nurturing the belief that every child is born with incredible creative problem-solving capabilities.

Since launch in September, the Rebuild the World campaign has already seen iconic locations across the UK re-imagined and rebuilt through the eyes of children. The brand has now turned its attentions towards The Savoy, a true cultural icon in the heart of London.

The Twelve Rebuilds of Christmas aims to inspire people to champion the importance of creativity and the endless possibilities of imaginative play this festive season.

Everyone visiting the renowned London hotel will be greeted outside by ‘A Shark Land-Exploring’ in the fountain. Instead of being the one marvelled at by humans diving on holiday, this shark has come to London for a spot of sightseeing and pops on his water tank, snorkels and goggles to observe the hotel’s guests in their natural habitat.

Inside the foyer, ‘A Dragon Shaped Christmas Tree’ has taken residency. Every year he loves to put on all his festive decorations and show them off for all to see. Made of 150,000 bricks and taking 600 man hours to build this 430 kg festive fire-breather won’t be flying off any time soon!

‘A Princess Rocket Castle’, a spaceship like no other, has blasted into The Savoy to join the celebrations. Manned by a space exploring princess who has left her fairy-tale behind to travel the galaxy in her rocket castle.

These are just some of the imaginative and wonderful installations that have appeared at The Savoy overnight. Even the iconic Savoy sign on the roof has been given a festive makeover, with a LEGO Minifigure choir greeting the public as they arrive. On display until 3^rd January 2020, visitors are being encouraged to find all twelve Rebuilds of Christmas and get involved in activities taking place through November and December at The Savoy.

Every day during the installation visitors can take part in the LEGO Build to Give campaign. Visitors will have the opportunity to build a decoration, take a photo and share it on social media with #BuildToGive. For every decoration built and shared LEGO will donate a set to a child in need within hospitals, children homes, or underserved communities to play this Christmas.

Additionally, on Sunday 1st December & Sunday 15th December, The LEGO Group will be offering special workshops where visitors can join our LEGO Certified Professionals to get creative with their Build to Give decorations. Booking details will be made available in due course.

Nicola Morgan-Hulme, Senior Brand Relations Manager, UK/Ireland at The LEGO Group said, “We are excited to be partnering with The Savoy for this festive celebration. As part of our Rebuild the World campaign, this partnership is designed to inspire people of all ages to unleash their creativity and explore the limitlessness of their imagination through play. We hope that the Twelve Rebuilds of Christmas will truly inspire people to rebuild the importance of creativity this festive season.”

Ian Kidd, Hotel Manager, The Savoy, said: “With their motto ‘Only the best is good enough’, The LEGO Group is the perfect partner for us as we gear up to a festive season here at The Savoy that will delight and inspire both our grown-up and little guests alike. We’ve been blown away by the incredible creativity and passion brought to the table by the LEGO brick designers so far and are excited to able reveal the decorations for all to enjoy.”

The new festive experience follows the recent launch of the LEGO Group’s biggest-ever global brand campaign, Rebuild the World, inspiring people to champion the importance of creativity as a key 21st century skill. The campaign intends to nurture the belief that every child is born with incredible creative problem-solving capabilities – and has already seen the brand reimagine iconic locations across the UK through the eyes of children including Piccadilly Circus and Birmingham’s Bull Statue, amongst others.

The Rebuild the World campaign highlights the need to act now to nurture that creativity so that it can become a lifelong skill, and The Savoy colleagues behind the decorations for ‘All the Fun of the Fair – Savoy Festive Season 2018’, designer florist, Belinda Bowles, and carpenter, Sam Beer, worked closely with The LEGO Group on the 2019 creative concept and theme whilst gearing up to the big reveal.

The Twelve Rebuilds of Christmas will be on display at The Savoy until 3^rd January 2020. For more information please visit https://www.savoychristmas.com/.

LEGO Build to Give at The Savoy

The LEGO® Group has partnered with The Savoy this Christmas to offer special workshops where visitors can join our LEGO Certified Professionals and get creative as they build a festive decoration.  For every decoration built and shared used on social #BuildToGive The LEGO Group will donate a product to a child in need with in hospitals, children’s homes or under-served communities this Christmas.

• Date: Sunday 1^st December 2019, 11am – 4pm and Sunday 15^th December: 11am – 4pm
• Price: Free, but spaces must be reserved https://www.universe.com/LEGOBuildToGiveSavoy

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Grey Goose has popped up in Covent Garden’s East Piazza, inviting consumers to celebrate moments big and small throughout the summer. Delivered and built by agency, Wasserman, the ‘Live Like Summer Never Ends’ terrace by Grey Goose Vodka is the al fresco cocktail destination, playing host to unexpected moments, live music and sub-zero cocktails

As the next instalment in the ‘Live Victoriously’ programme of events, the ‘Live Like Summer Never Ends’ terrace allows consumers to treat themselves, by providing a variety of experiences and spontaneous moments.

Grey Goose provides consumers with a spontaneous performance and the opportunity to experience the world’s first sub-zero cocktail draught tap system. Showcasing four different flavours of Espresso Martini including, Grey Goose La Poire, Grey Goose L’Orange Chocolat, Grey Goose La Vanille and Grey Goose Original. Consumers can take part in bookable cocktail masterclasses, teppanyaki ice cream cocktail experience where guests can get their favourite cocktail frozen and rolled into a Grey Goose treat and bookable areas to enjoy cocktails with friends

The pop up kicked off with Sushi Samba, followed by the newly opened Covent Garden Cocktail Club, Grind and Balthazar. With every bespoke cocktail purchased, a golden ticket will be issued with one lucky consumer each week winning an experience at the partner venue. Throughout their residency each of their partners will be bringing unique entertainment, food pairings and masterclasses.

Alongside the extensive programme, a versatile cocktail menu will be on offer including the Grey Goose x Maison Labiche collaboration Paris to Pampelonne cocktail.

The ‘Live Like Summer Never Ends’ Terrace is open until Monday 19^th August.

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Vodafone recently launched the #VodafonePocketCinema, which invited shoppers at the Birmingham Bullring to take a seat in giant comfy deck chairs, devour some popcorn and enjoy great content on a cinema screen made from over 100 mobile phone handsets. The experience was delivered by creative agency, Haygarth, in order to encourage visitors to learn about Vodafone’s new Red Entertainment Plan.

From August 16th to 19th, brand ambassadors offered phone demos and encouraged visitors to use the bespoke photobooth. Anyone that shared their photo online using #VodafonePocketCinema was in with a chance to win prizes from a pair of on-ear Bluetooth headphones to a Bluetooth Speaker. Additionally, Vodafone offered free popcorn to anyone that brought a cinema popcorn box from the stand into the nearby Vodafone store.

The epic cinema screen is an exciting first for Vodafone. Haygarth partnered with Syndicut to seamlessly play 105 cuts of content to create one epic viewing experience for visitors to the stand.

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Virgin Atlantic and Delta Air Lines have transformed The Old Crown Public House on New Oxford Street, Holborn into The Joint Venture pub, a new pop-up serving 230 US craft beers. Celebrating the rise in popularity of craft beer, the pop-up will allow visitors to enjoy a taste of beer sourced from the 200-plus US destinations that UK travellers can fly to with Virgin Atlantic and Delta.

Running from 10^th – 19^th August, Virgin Atlantic and Delta will merge the American craft beer scene with the traditional English pub vibe, complete with a beer wall installation. Open to all from noon until 11pm, unique and local beers from all over the US will be available from £4. There will also be themed nights celebrating US culture plus a pub quiz with flights up for grabs.

Claire Cronin, Senior Vice President, Marketing at Virgin Atlantic commented: “What better way to bring people together than over a beer, or better still, 230 beers! The Joint Venture will bring a taste of the US to London and through the ever-popular US craft beer scene, show the variety of destinations that UK travellers can fly to with Virgin Atlantic and Delta Air Lines.”

Corneel Koster, Delta’s Senior Vice President Europe, Middle East, Africa and India said: “Delta and Virgin Atlantic are both renowned for their hospitality and The Joint Venture enables us to bring this from the air to the ground so come down and enjoy this truly special trans-Atlantic pub experience.”

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Maker’s Mark, the premium handcrafted American whisky, is working with agency White Label to launch its 2018 UK bartender engagement programme, The Makers. The programme kicked off on 6^th of August in London and will roll out across London, Edinburgh, Manchester and Bristol.

Following the success of last year’s workshops, The Makers will once again offer UK bartenders an immersive and educational experience into the world of premium bourbon through a series of intimate, hands-on workshops aimed at providing practical crafts and skills which they can take back to use in their bars. This comes in light of an exponential boom in popularity of American whisky among UK drinkers as the Premium American whiskey category continues to grow in both volume +30% and value +22% respectively – the second fastest growing spirits category behind gin.

Each uniquely designed to showcase the handcrafted credentials of Maker’s Mark, the experience will explore the fundamental elements that go into the creation of the liquid by delving into experiences based around wheat, wax, paper and wood. Bartenders interested in building on their knowledge of the bourbon category can sign up, here: www.jointhemakers.com.

Starting in London, The Makers wheat workshop features artisan doughnut making at Bread Ahead lead by renowned baker, Manuel Monade, using the same Red Winter Wheat that gives Maker’s Mark its smooth characteristics and sweet flavour. The wax workshops will encourage bartenders to personalise wax candles, representing how every single bottle of Maker’s Mark is still hand-dipped in Maker’s signature red wax – an iconic design feature in which every drip is distinctively different.

Partnering with London Print Club, bartenders will create bespoke cocktail mats as part of the paper session, signifying how every Maker’s Mark label continues to be printed and hand-pressed at the distillery. And finally, each bartender will be given training in how to expertly engrave bar tools as part of the wood workshop.

Amanda Humphrey, Maker’s Mark Brand Diplomat said: “We have a rich history and heritage of doing things differently, so we wanted to move away from traditional bartender training and offer immersive hands on opportunities to understand and experience craftsmanship. These bespoke experiences aim to offer bartenders an insight into the unique process that goes into making each and every bottle of Maker’s Mark.”

Susan Walkinshaw, Maker’s Mark Brand Mananger added: “After the success of last year’s programme, we are delighted to be back working with White Label to deliver The Makers 2018. We wanted to take a step away from traditional on-trade training programmes, and deliver unique, hands-on experiences for bartenders. Our goal is for them to walk away with both a new-found skill and an appreciation of the craftsmanship behind Maker’s Mark.”

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Lucozade Energy is temporarily changing its name to Larazade in celebration of Lara Croft, the iconic fictional character and the main protagonist of the video game franchise Tomb Raider. This activation comes as part of Lucozade Energy’s new partnership with the upcoming game release of Shadow of the Tomb Raider, the twelfth and much-anticipated entry in the franchise which has sold over 63 million copies worldwide. With 27m adult gamers across the UK, this is set to drive additional sales of Lucozade Energy.

The campaign was delivered by brand owner, Lucozade Ribena Suntory, in partnership with Tomb Raider publisher, Square Enix.

The limited edition bottles, designed by BrandMe, which hit shelves in July, will feature an on-pack competition that gives adult gamers and Tomb Raider fans the chance to win from The Prize Tomb which features guaranteed prizes every day. Prizes to be won will include Xbox One X consoles, Tomb Raider games, over £40,000 of cash prizes and in-game currency with every bottle.

For a limited time only, more than 80 million of these promotional Larazade bottles will be available in Lucozade Energy Orange and Original flavours. To further drive the buzz around the new bottles for shoppers, a special edition flavour, Larazade Croft Apple, will also be introduced at Tesco and independent retailers.

Steven Hind, Head of Marketing from Lucozade Energy at Lucozade Ribena Suntory, stated that: “Putting Lara Croft and a competition on our bottles presents a great sales opportunity for retailers by ensuring the brand is front of mind in the run-up to the game launch, while also giving all drinkers the opportunity to win some amazing prizes. Building Lucozade Energy’s association with the Tomb Raider franchise provides retailers with the chance to capture a unique new audience and boost their soft drinks sales.” Lara Croft has featured in Lucozade’s advertising since its sponsorship in 1998. Following its recent successful partnership with the new Tomb Raider film back in March, this new promotional activity continues to build on Lucozade’s association with the Lara Croft character.

Recently, Square Enix, publisher of the Tomb Raider game series, appointed Brand & Deliver, entertainment marketing specialist agency, to secure UK brand partnerships for the upcoming game release.

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Coca-Cola Great Britain has partnered with Merlin Entertainments to offer people half price tickets to some of the UK’s most popular family attractions in exchange for recycling their used plastic drink bottles via a new network of reverse vending machines installed at Merlin theme parks.

A trial at four of Merlin’s leading attractions (Alton Towers Resort, Thorpe Park, Chessington World of Adventures and LEGOLAND Windsor) will run between 25th July and 19th October 2018, inviting people to bring and recycle any 500ml plastic bottle via on-site reverse vending machines in exchange for a voucher to receive 50% off entry at 30 participating Merlin attractions, including Alton Towers Resort, Thorpe Park, Chessington World of Adventures and LEGOLAND Windsor.

The project follows research by Coca-Cola Great Britain, revealing 64% of British consumers would recycle more on-the-go if they were rewarded instantly for their actions.

Coca-Cola and Merlin say that the trial is the first of its kind in the UK to offer people a more valuable reward than the original purchasing price of the plastic drinks bottle they recycle, as the 50% off voucher equates to a saving of around £27 when buying a Merlin attraction day pass.

The partnership comes a year since Coca-Cola Great Britain launched its sustainable packaging strategy alongside a global goal to collect and recycle a bottle or can for every one it sells, by 2030, to help ensure a world without waste.

Jon Woods, General Manager of Coca-Cola Great Britain, says: “We want to reward people for doing the right thing by recycling their bottles and hope to encourage some people who wouldn’t otherwise have done so. Through this exciting new trial with Merlin Entertainments we hope to remind people how valuable their empty plastic bottle is. All of our bottles can be recycled and we want to get as many of them back as possible so they can be turned into new bottles and not end up as litter.”

He continues: “This is just one of the actions that we’re taking to play our part in achieving a World Without Waste. We buy more recycled plastic in the UK than any other company and we are in the process of doubling the recycled plastic in all our bottles from 25% to 50% by 2020. We’re also running television campaigns encouraging people to recycle, putting clear recycling messages across all of our packs and we’re supportive of new interventions, such as deposit return schemes, to see if they improve recycling rates.”

Sandra Hazel, Head of Force for Good at Merlin Entertainments, observes: “This partnership with Coca-Cola Great Britain demonstrates our shared ambition to use our brands for good. We’re constantly looking for ways to raise awareness and help contribute to a better environment. As a responsible business and an advocate for marine conservation, we’re pleased to be joining forces with Coca-Cola Great Britain to encourage people to recycle more this summer, by rewarding them with family fun.”

Jon Dormer, Managing Director at Unisan UK, supplier of the CafeCrush reverse vending machines being deployed in the trial, adds: “Our CafeCrush reverse vending machines reward people for recycling. Users simply insert an empty plastic bottle, it’s crushed and then they receive an incentive. The way the machine works means the bottles are not contaminated by other waste and so, are perfect for recycling. Also, because they are crushed, reducing waste volume by up to 90 per cent, more bottles can be stored and therefore less transportation is needed to get them to recycling facilities – a win for consumers and the environment.”

The announcement is the latest in a series of actions from Coca-Cola Great Britain to ensure its packaging is as sustainable as possible and to encourage more people to recycle. Since the launch of its sustainable packaging strategy last year, Coca-Cola has introduced clearer on-pack recycling messaging on its bottles, and aired a dedicated recycling TVC called ‘Love Story’ which has reached over 30m people.

Coca-Cola Great Britain also continues to be the largest user of recycled food grade plastic in the UK with a commitment to increase the recycled PET in its packs from 25% to 50% by 2020. The company also continues to work closely with UK and Scottish governments looking at the introduction of a well-designed deposit return scheme and other ways to increase recovery and recycling rates.

Coca-Cola Great Britain is responsible for marketing 20 brands and over 80 products to consumers across Great Britain. Led by Coca-Cola, one of the world’s most valuable and recognisable brands, its portfolio includes Fanta, Sprite, Dr Pepper, Oasis, glaceau vitaminwater, glaceau smartwater, Schweppes, Lilt, and Powerade.

Merlin Entertainments plc is a global leader in location based, family entertainment. As Europe’s biggest – and the world’s second-largest – visitor attraction operator, Merlin now operates over 120 attractions, 18 hotels and six holiday villages in 25 countries across four continents, with more than 65 million visitors worldwide.

Unisan UK provides environmental sustainability and recycling solutions to over 1,000 major UK brands, serving Food & Drink Manufacturing, Car Manufacturing, Hospitals & Care Homes, Distribution Centres and the Corporate Facilities Industry.

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