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V Festival was held this weekend (16-17 August) at Hylands Park in Chelmsford. The Louder Lounge, together with Our House, are Virgin Media's two main brand activations. Our House, a music and dance area located in the main festival site, featured a sound-clash between Rudimental and Hospital Records (All Stars), live-streamed on Virgin Media’s YouTube channel at 8pm last night.
Ellie Tory, head of advertising and sponsorship at Virgin Media, said this year's Louder Lounge experience had been deliberately scaled back compared to previous years, with 1,000 guests hosted over the two days, to reinforce the feel of exclusivity.
Agency Itch worked on the production of the Louder Lounge, which had a central feature of a mock swimming pool complete with inflatables and sun loungers to give guests a rock 'n' roll-style experience. A Sony Xperia stage faced the pool, featuring exclusive acoustic performances from established superstars and up-and-coming artists, as well as DJ sets throughout the day. Sony Xperia also hosted a 'dry pool' giving guests the chance to plunge into a giant pool with soft balls.
Guests were treated to the ultimate spa experience, with hair-styling from Mark Hill, while eyelash brand Eylure hosted a luxury lash lounge and brow bar. Elegant Touch provided a nail station while Glitterlips provided more festival glamour. Picturehouse Cinemas also hosted an inflatable, pop-up cinema experience, showing late-night movies including Grease, Dirty Dancing and 21 Jump Street.
Celebrities descending on the lounge across the two days included Sophie Ellis-Bextor, Katy B, Sam Smith, Professor Green, Millie Mackintosh and Rudimental.
Catering over the weekend included Big Apple Hot Dogs, Le Bun, Anna Mae's mac 'n' cheese, Vinn Goute, providing Seychelles-inspired street foodm, and ice cream sandwiches from Milo and Hector.
Other brands hosting activations at the V Festival included Coke, which had a Coke-styled bus enabling festival-goers to get a personalised Coke bottle and take a selfie, and Pringles, which held a Pringles Party Tour, featuring limbo-dancing with Pringles tubes and the chance to play frisbee with Pringles tops in return for prizes.
Agency PrettyGreen worked on the PR for the event while Invite handled the guest registration.
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