The Sleek Journal: July Edition
Welcome to the Sleek journal, where we share exciting developments in the experiential marketing world that have us buzzing. This month, we highlight some incredible activations designed to inspire emotions.
If this month’s entry gets you excited about the possibilities for your brand, hit that subscribe button. And, if you’re ready to take your events to new heights, get in touch.
F1 Exhibition Gears Up for London
The Formula 1 Exhibition is patiently watching the lights as it gets ready to race into London. Currently in Toronto, having seen record-breaking pre-sales, the acclaimed event is ready to make its first appearance in the UK’s capital next month.
This immersive experience presents a range of opportunities. Not only is the F1 Exhibition exciting fans; it's about immersing them in the heart of Formula 1’s innovation by delivering a truly unique perspective of the brand's story. The high engagement and emotional connection fostered by such experiences can translate into powerful brand associations and customer loyalty.
The event will give fans the opportunity to get hands-on in F1 simulators. It will also feature immersive rooms where attendees can deep-dive into the tech behind F1 car design, delve into a cinematic journey through the F1 ages, and examine the burnt out shell of Romain Grosjean’s Haas after its 200 mph collision in Bahrain.
This is an unmissable experience for anyone who’s moved by motorsport. But, tickets are moving at quali pace, so be fast!
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C2 Event Montreal: New Venue, New Thinking
This year’s C2 event may have been held in Old Montreal, but it was full of new ideas.
The 13th iteration of this business event purposefully moved away from a conventional office environment to inspire fresh thought. And, at the Grand Quay at the Port of Montreal, 5000 attendees from across the globe were treated to a lush flurry of inspiration.
Each day of the event covered a different theme, exploring Experiential & Immersive, Sustainability & Innovation, and AI & Commerce, with attendees experiencing engaging session discussions, performances, masterclasses, and, of course, networking cocktails.
Experiencing this virtually wasn’t an option this year, but we’re told to look out for a ‘surprising’ way to draw on C2’s inspiration throughout the year. Secretive, but enticing!
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Amex BST Hyde Park Experience: Manife-station
It’s all-aboard a personalised experience for music fans at this year’s BST Hyde Park Festival. Destination: manifestation.
The headline sponsor, American Express, has found through market research that a large number of modern festival fans are believers in the power of positive thinking and its role in manifesting their destiny. Recognising this, the brand has launched an immersive activation that boosts engagement and personal connection in its attendees, creating an excellent opportunity to inspire or increase brand loyalty.
Amex created a train-inspired pop-up at the festival, filled with interactive elements and featuring five sections that help attendees manifest the festival they most want to experience. They’re encouraged to create a ‘festival persona’ that will be the basis for the drinks, fashion, and mementos that they purchase throughout the festival. It even provides persona-specific backdrops for their photos and social sharing.
The pop-up also features an upper level exclusive to Amex card holders and three guests, which gives access to designer cocktails, a photo booth, a tarot reader, and more. By blending festival-wide accessibility and interaction on the lower level with the exclusivity of the upper deck, American Express has done a stellar job of using memorable experiences to drive marketing.
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Charlotte Tilbury Future of Fragrance Experience: Feeling Fragrance
Charlotte Tilbury has taken the concept of bottling emotions and turned it on its head, creating memorable experiences beyond traditional marketing methods. The recent pop-up experience in London’s Protein Studios showcased Charlotte Tilbury as a visionary brand, creatively exhibiting six unique scents. The use of lights, sounds, and aromas to bring each scent to life underscores Tilbury's commitment to storytelling through sensory immersion. Charlotte’s voice asked attendees which emotions they wanted to heighten, then guided them to the appropriate room, each themed to a particular scent. From calming bliss to red velvet seduction, the pop-up experience was truly a feast for the senses.
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Scent Drops: The Essence of Perfume
The Scent Drops experience in Le Grand Museé du Parfum in Paris is all about making sense of scents.
Understanding that perfumes are experiences in and of themselves, the museum recognised the need for sensory engagement in order to evoke and inspire emotion in its guests. To do this, it tapped into the DNA of perfume, isolating the 25 most used ingredients in fragrances and encasing them in a modern structure inspired by liquid drops.
The drops hold copper orbs that contain a sample of the fragrance. And, when held to the ear, the orb explains how the ingredient is used in the world of perfume in the attendee’s native tongue.
Not only is this a fresh experience for visitors to the museum, it is a way of representing the artistry of perfume-making in a multi-sensory medium that is sure to engage and inspire them.
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Chobani’s Giving Tree: All About Movement
Across the pond, Greek yoghurt company, Chobani, found an interactive way of marking its fruition after 10 years in the market.
The brand created a magical experience inspired by natural nutrition. Through a mesmerising multi-sensory display, the brand’s activation delivered a virtual forest canopy under which New Yorkers could feel connected to nature in the heart of the concrete jungle.
By allowing attendees to plant digital seeds and watch them grow, Chobani not only provided an interactive and educational experience but also reinforced its commitment to sustainability and community engagement, with the brand donating a case of yoghurt to No Child Hungry for each digital seed planted. By integrating sensory experiences with social responsibility, Chobani effectively communicated its brand values and created a buzzworthy event that drew media attention and praise.
The event took place in Grand Central Station, contrasting iconic, traditional architecture with a modern digital organism - but with both having movement at their core.
A Must Visit: Solid Light: Enlightening Modern Art
There’s making light of things… and then there’s making things of light. And, thanks to artist Anthony McCall’s new exhibition, both are possible!
Having begun in June and running until next year, the exhibition will fill the Tate Modern with light that not only seems tangible, but that reacts to onlookers’ movements, creating an incredible, interactive world. Projections through a fine mist become 3D sculptures of light. Then, as visitors move through the light, the structures seem to change, adapting to their new environment. It’s an incredible new step in Anthony McCall’s career-long love affair with light.
To witness this spectacle, visit the Tate Modern before April 2025.