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 and?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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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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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.

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Dive into the full version of the Sleek Journal on our website for a dose of creativity and cutting-edge insights.