![]() ![]() We are seeing a continuing trend towards less traditional fashion catwalk based shows and more immersive, experiential experiences putting the attendee at the heart of it. Victoria Archbold, director of events and sponsorship, Hearst Live, Hearst Magazines UK I noticed a ton of outside advertising in the weeks following the event which was perfectly timed as it’s made the event stick with me. Although it was a branded event it didn’t feel like I was being sold to which I think breaks with the traditional behaviors of many alcohol brands. The swinging seats, pizzas and branded giveaways provided lots of Instagram moments but I didn’t find myself glued to my phone, posting pics which was refreshing as I was enjoying the moment. ![]() ![]() I didn’t know too much about the brand but the bartenders were well informed and explained the Italian heritage and how the event was designed to bring to spontaneous Italian/European spirit to us Brits. All guests seemed to be enjoying it, it wasn’t too crowded which sometimes ruins an experience but had a great buzz. ![]()
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