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The festival’s founding partner created The Tennent’s Arms especially for the event’s new venue of Strathallan Castle in Perthshire. The décor was inspired by an old school tattoo parlour.
Inside, the activation featured a large bar where 12 staff served up cocktails and pints of the beer throughout the three days, supported by a back-of-house team of eight. The venue’s in-house party took place on either side of the bar, with in-house DJs from Glasgow’s Sub Club providing the music.
Guests could also head to the upper outdoor deck to enjoy their drinks. Here, the brand had secured its guests views of the festival site and of Strathallan Castle.
Elsewhere in the installation, the Tennent’s tattoo parlour gave guests the chance to have the Tennent’s design painted onto their skin.
The activation was rounded up with a digital campaign that launched yesterday (13 July). Festival-goers have been encouraged to download the At the Heart of T in the Park souvenir app, which lets them collate their favourite photos and music into a personalised video.
The Tennent's experience bar was created and delivered by agency Material_UK.
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