Our top experiential news from January

The experiential team have been busy rounding up their favourite campaigns from the past month. From Lego Movie 2 to a National ‘Paw-Trait’ Gallery designed for dogs, there’s definitely been some interesting events in the New Year. 


The Weave Project

Fashion accessories designer Anya Hindmarch is staging an immersive art installation called “The Weave Project” to mark London Fashion Week. The installation will coincide with the launch of an updated version of the designer’s tote bag that takes several days to make.

There will be an art piece called “The Tube” that is constructed from woven mesh. Visitors can walk and climb through “The Tube” so it can be experienced from the inside out. It will be a beautiful sculpture and help bring a complex project to life. 

National ‘paw-trait’ Gallery

Facebook has thrown open the doors to its “National ‘paw-trait’ gallery”, a three-day exhibition in London designed for canines. 

The event aims to promote a newly launched series and competition on Facebook Watch, the social media network’s video-on-demand service. The World’s Most Amazing Dog series encourages dog owners to send in a video of their pet at its most entertaining, with the Facebook community tasked with voting for an overall winner. 

Portraits at the gallery are hung at both human and dog eye level and commemorate famous, inspirational and talented dogs from around the globe, including Laika, the first dog sent into space and Lassie, the Queen’s corgis. Visitors can also enjoy an interactive space, where they can capture videos of their dogs to submit as part of the competition.

Land of luck

Air China opened an experience themed around bringing Londoners good fortune, timed for the Chinese New Year celebrations, as part of its new “Land Your Dream” campaign. The airline offered hour-long slots in “Land of Luck”. 

The experience, located at Bargehouse on London’s South Bank, includes The Lucky Banquet Hall, offering a menu centred on good fortune; The Lucky Wall. This includes Air China gifts in red envelopes and the chance to learn how to create traditional Chinese Lucky Knots. 

It will culminate with a performance of the lion dance, which is intended to chase away evil spirits. Jingjie Li, general manager at Air China UK, said: “The ‘Land Your Dream’ campaign is the latest step in Air China’s commitment to helping Brits land their dreams by connecting business travellers and tourists alike with all the possibilities that China and the rest of the world holds.”

Pop-up Lego cafe 

It took six builders 236 hours and 48,627 bricks to build this pop-up Lego Cafe. The cafe will be staffed for a limited time by actors Chris Pratt and Tiffany Haddish, who voiced key characters in The Lego Movie 2.

It is inspired by The Coffee Chain, the cafe that features in both the original film and the sequel. It will serve free drinks while raising awareness and soliciting donations for Unicef UK. Lego will also be delivering Lego doughnuts and coffee around London to people interacting on Twitter with the hashtag #EverythingIsAwesome and sharing positive, awesome thoughts or pictures.

That’s all from the experiential team for this month, we look forward to seeing what February holds – did some one say Valentine’s?