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On 13 and 14 December, VIP parties were hosted in the Ballroom at the Hilton Wembley on behalf of Fremantle Media, the company which co-produces the TV talent show with Syco Entertainment and ITV. On each night, 800 guests attended the events, which feature performances from former contestants, food and drink, and a number of brand experiences.
The Smyle team built an X Factor-style stage with a nine-screen video wall where a number of previous contestants performed including Luke Friend, Only The Young, Lauren Platt, and Paul Akister. Guests could have their hair and make-up touched up at a professional-style make-up booth called 'Go Glam!', while a mock-up of the infamous judges’ desk, created by Out of Order, gave attendees the chance to step into the shoes of Simon Cowell and Mel B and have their photo taken by it.
A separate ‘Mix Off’ area, created by agency Timebased, also gave guests the chance to record themselves using the user-generated content app for the show’s headline sponsor TalkTalk.
Food stations serving a selection of food, including hot dogs, Thai curry, chilli and fish and chips, were on offer to guests, as well as a pic 'n' mix station and a confectionery and baked goods area.
Katie Resnick, head of events for Fremantle Media, described the brand experience as "the climax of this year’s series of The X Factor".
Approximately 10,000 guests attended The X Factor Final shows each night at The SSE Arena, Wembley, which saw Croydon singer Ben Haenow crowned as the winner. The two shows featured performances from the final three contestants, as well as Ed Sheeran, Take That, Meghan Trainor, One Direction and Emeli Sandé. Ten million members of the public voted on the night.
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