The Estate of Tupac Shakur has announced that it will be launching Tupac's original restaurant concept, Tupac's Powamekka Café, in New York from 7-9 April. | Continue reading
HR software system CharlieHR has built a pop-up beach bar in Old Street Station with a VR experience offering instant 15-minute beach holidays. | Continue reading
Food conglomerate Nestlé is bringing back its cereal-themed Aisle of Wonder pop-up to Westfield Stratford City from 13-23 April. | Continue reading
Online fashion retailer Asos is taking its global Blank Canvas tour to Italy next month, which aims to target students with a campaign focused on creativity and individuality. | Continue reading
Lee Applbaum, chief marketing officer of Patrón Spirits, reveals his experiential marketing strategy to grow the brand and redefine the ultra premium tequila category. | Continue reading
Bud Light has worked with agency Seed Marketing to launch its 'We're Here' tour, which forms part of the beer brand's UK launch. | Continue reading
Drinks brands Pepsi and Aquafina have unveiled plans to activate throughout the 2017 baseball season, promising to deliver unique fan experiences. | Continue reading
Automotive brand Mini has built a resource-conscious living area for furniture fair, Salone del Mobil, which takes place in Milan this week. | Continue reading
Singha Beer is teaming up with pop-up restaurant Farang to take guests on a culinary journey to Thailand on 12-13 April in celebration of Thai New Year. | Continue reading
Condé Nast title Glamour has announced a media partnership with British Style Collective presented by The Clothes Show, which will take place in Liverpool from 7-9 July. | Continue reading
Alpro, Brita and UCC are among brands set to activate at London Coffee Festival, which takes place from 6-9 April at the Old Truman Brewery in East London. | Continue reading
River Street Events has announced the launch of new BBC Good Food festival, Feast, which will take place at The Tower of London from 22-24 September. | Continue reading
Drinks brand Lucozade Zero and fashion retailer Missguided staged a 'Zero to Pay' event at Westfield Stratford on 31 March. | Continue reading
A Super Mario Bros-themed bar in Washington D.C, Global's new festival team, T-Mobile's Electronic Beats partnering with Gorillaz, Peroni's Somerset House takeover and Lucozade's campaign with Missguided are this week's most read stories. | Continue reading
Dating App Bumble will deliver an experiential activation at the Oxford vs Cambridge Boat Race, which takes place on 2 April. | Continue reading
Spirits brand Bacardi has announced plans to take its experiential art and music platform No Commission to a global audience, with three events planned for this year. | Continue reading
Delivering a slice of Chicago to the UK, Universal Channel brought a part of Dick Wolf's Chicago television franchise to life by opening the famous Molly's Bar in London for one evening only. | Continue reading
Verve created a buzz for Just Eat, Coca-Cola and Electric Ireland with engaging festival activations. | Continue reading
Event has published its latest quarterly report - Festivals 2025: An experiential landscape - a collection of essays, data and case studies exploring the future of brand activations at festivals. | Continue reading
Pizza Hut Restaurants (PHR) has partnered with Ibiza Rocks, to take its 'Taste Freedom' campaign to the next level, as it aims to strengthen ties with a millennial audience via experiential. | Continue reading
A Super Mario Bros-themed pop-up bar has opened in Washington D.C. | Continue reading
With a generational shift in spending 'on experiences and away from things', how can retailers profit in the age of experiences? | Continue reading
Communications agency Vista has announced the appointment of Simon Chapman to the role of senior account director in a bid to expand its marketing offer. | Continue reading
Brand experience agency George P Johnson (GPJ) has appointed John Farquhar-Smith to the role of executive producer. | Continue reading
Deutsche Telekom's Electronic Beats platform partnered with music group Gorillaz for an augmented reality (AR) experience, which took place at London's Printworks venue on 24 March. | Continue reading
Penguin Publishing and its associated bookstore, Penguin Living, are teaming up to launch a week-long pop-up in London celebrating the launch of the shop's new outdoor reading space. | Continue reading
Tequila brand Patrón brought its Secret Dining Society to London for the first European edition of its global programme. | Continue reading
Beer brand Tiger Beer has teamed up with Anirudh Sharma, co-founder of Graviky Labs, to bring his Air-Ink technology to London for the opening of the world's first Clean Air Gallery. | Continue reading
Australian-based brand experience agency The Spaceship has worked with Microsoft's flagship store in Sydney to open the world's first Xbox Academy. | Continue reading
As part of its latest campaign, finance brand Halifax is to launch an experiential gaming tour based around the Thunderbirds franchise. | Continue reading
Outdoor apparel brand Gore-Tex is set to stage a 5D experience at the Atrium in Westfield London next month. | Continue reading
Sports activation agency Provision Events (PVE) has announced that it will expand with two new events manager roles. | Continue reading
Bestival hosted a one-off session in London, allowing guests to experience the music festival before it moves to its new site in Dorset. | Continue reading
Mobile network brand O2 and England's national rugby team have teamed up to launch a 'Wear the Rose' 360 degree VR experience, inviting guests inside a virtual training session. | Continue reading
Media and entertainment group Global has created a new commercial team to develop brand partnerships for its portfolio of 17 festivals across the UK, Europe and Canada. | Continue reading
Energy drink brand Red Bull invited the world's the brightest minds to take part in the first Escape Room World Championship, which culminated on 25 March. | Continue reading
In the lead up to Air Max Day, Nike created 'London: ON AIR - The Studio' - a collaborative space in King's Cross, London. | Continue reading
Brand experience agency WRG has promoted Charlotte Smithson to the position of creative director. | Continue reading
The Art of Grime, sponsored by Jägermeister, will feature a live drawing performance and an exhibition. | Continue reading
Vodka brand Belvedere has teamed up with floral designer Thierry Boutemy to create an immersive installation made from raw materials for Milan Design Week. | Continue reading
No7 and Mumsnet are working together to host an influencer event on returning to work with confidence. | Continue reading
Popchips hosted an evening of fiery fun to celebrate the launch of its new Popchips Ridges Crazy Hot flavour. | Continue reading
Entertainment experience Dinosaurs in the Wild, which combines theatre, theme park and the latest science, is set to launch in the UK in June. | Continue reading
Mobile games creator King Digital Entertainment, creator of the Candy Crush franchise, celebrated the launch of its latest release, Bubble Witch 3 Saga, with a pop-up experience in New York. | Continue reading
Emma Lax, former head of women's sport and lifestyle at CSM Sport and Entertainment, has founded We Are Disrupt. | Continue reading
Nature and wildlife channel Love Nature is hosting an exhibition to mark its launch, with the aim of transporting visitors closer to nature. | Continue reading
The new Volvo XC60 will be unveiled in the UK for the first time next week at a Scandinavian-inspired pop-up shop in Manchester's Arndale centre. | Continue reading
Tia Maria is calling for coffee lovers to join the coffee liqueur brand at this year's Cocktails in the City. | Continue reading