The activation, which runs at three festivals over the summer including Wilderness, recreates an opulent gin palace where festivalgoers can revel in an on-going raucous jazz party. On Saturday 3 August, the party will receive the Ronnie Scott’s seal of approval when the jazz club, which celebrates its 60th anniversary this year, uses the gin palace to host an evening of live jazz.
The activation will next appear at Big Feastival between 23 and 25 August. This is the second year that Amplify has collaborated with Sipsmith and the 2019 execution debuted at the Henley Regatta between 3 and 7 July.
Designed to accommodate up to 120 people, the activation is housed in an elegant 9m x 16m yurt-based Orangery that’s steeped in Sipsmith’s signature aesthetic. Once inside, the festivalgoers can, in addition to soaking up jazz, enjoy bespoke cocktails or join one of the many masterclasses running each day.
Sipsmith’s senior brand activation manager, May Kirkby, said: “Amplify’s impressive audience insights have shaped a highly memorable experience that will resonate strongly with our audience. The experience fully reflects the Sipsmith brand by transporting festivalgoers back to the gin palaces of old, whilst simultaneously creating an iconic and utterly contemporary look that’s full of Sipsmithery.”
Amplify’s founder, Jonathan Emmins, added: “Drawing on the best of the past but with a firm and innovative eye on the future, Sipsmith is an iconic and timeless brand. So naturally we’re chuffed to again collaborate with them on their summer gin palace festival activations. Thanks to Sipsmith’s big vision, identity and meticulous attention to detail, we’re able to create an ownable, premium and most importantly fun festival experience that connects the brand to its discerning audience.”