Speaking to Event at the launch of the activation on Wednesday (2 July), Calder said: "In an ideal world we would do more of these within the UK, maybe in Glasgow or Leeds. Something to think about for 2015."
The l featured singer-songwriter Kelis, who performed in front of 400 attendees. It will be open for five weeks at Dalston’s Bootstrap Company from 2 July until 3 August, and will be free to enter for those aged 18 years old and over.
Kopparberg UK worked with Nicholas Bartlett of NPB Designs on the installation, which emulates a Swedish forest while reflecting elements of its east London location in Dalston. "Nick has worked on similar projects across influential events like Secret Garden Party so we knew we would get a high standard of quality," Calder added.
The brand has been planning the Kopparberg Urban Forest for six months, and Calder said it was important to communicate Kopparberg’s story through this activation.
"Kopparberg is from a town in Sweden which is surrounded by forest – and all the cider is made in the town," he explained. "But we didn’t want to fall into the trap of thinking that was enough – it was important that we brought in food traders who were relevant to east London, and local artists and musicians, rather than just doing a Swedish tourist board job. Really it’s a clash of the best of Kopparberg with the best of Dalston."
Kopparberg has been working with MAMA & Company, which has helped with the event's promotion and operations, from running the bars to securing the music acts and food traders.
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