Yasmin Arrigo

Editor, journalist and audience engagement specialist obsessing over brand experiences, experiential marketing, events and travel...while over-using the #COYS hashtag

Pop2Life: the Condé Nast chapter begins

One month on from the acquisition of New York-based Pop2Life, Event talks to the agency's founder, Eric Murphy, about next steps at the media organisation. Offer your team a chance to work on New York’s celebrated Met Gala and the Vanity Fair Oscars Party, and you can safely assume an enthusiastic reception. And so it was for the agency at the heart of the announcement last month from Condé Nast, the media giant whose portfolio includes Vogue, GQ and Wired. The company announced two acquisition

Experience vs Things: What to do, Next?

With a generational shift in spending 'on experiences and away from things', how can retailers profit in the age of experiences? A generational shift in spending ‘on experiences and away from things’ was cited by Next chief executive Lord Wolfson last week, as the retailer announced its first profit decline in eight years. The announcement came as consumer spending data for the final quarter of 2016 showed a growth in pubs, restaurants and entertainment compared to High Street clothing, widely

Events in the age of experience

The age of experience is upon us. Customers, consumers, clients and colleagues have long been saturated by a digital overload of information, messaging and marketing, and so the experience economy has come of age. On any given weekday, a walk through London’s Waterloo Station will reveal a brand eager to appeal directly to commuters, from heating products provider Vaillant with their warmth pods this January through to last November’s virtual reality experience from Qatar Airways. Venture on foot towards the South Bank and, within the last 12 months alone, views include everything from a giant Candy Crush castle by King, a colourful installation of giant balloons by Kipling, the women’s accessory brand, and finally a giant “Batarang” by Warner Bros and Premier PR for a LEGO Batman stunt. Add to this the indomitable rise of the pop-up experience, which many chief marketing officers are now integrating into wider campaigns, and the age of experience is here to stay.

Creating a fashion legacy: London embraces #LFW

Somerset House had panache, Brewer Street Car Park boasted urban appeal and Store Studios provides a sense of stylish sleek in a bustling part of the city that is constantly redeveloping. The new host venue for London Fashion Week (LFW) and upcoming host for the associated LFW Festival across the weekend was home to both the British Fashion Council’s (BFC) show space, presentation space and lounge as it kicks off a four-year residency in the new venue. As Caroline Rush, chief executive of the B

Destination: We're all off to... New York

The indomitable Big Apple packs a punch in the world of brand experiences, being one of the favoured US cities for activations. From the heart of Manhattan through to Coney Island, brands have created awesome experiences to engage their consumers and create memorable campaigns against the city's iconic backdrops. Indeed, Times Square itself is revered by many as the very birthplace of experiential, and The Hunger Games, Dr Pepper, Toyota, Samsung and Levi's are among a snapshot of the brands to

Brancott Estate devises multi-sensory VR tour for festivals

Brancott Estate, Pernod Ricard's Sauvignon Blanc wine, will be hosting a multi-sensory virtual reality experience in a Red Shed pop-up, which will tour festivals this summer. The Red Shed will debut at next weekend's Camp Bestival at Lulworth Castle in Dorset and will give festival-goers the chance to be transported virtually to the birthplace of Marlborough Sauvignon Blanc. The Brancott Estate experience will take consumers on a journey through the Marlborough wine region at its evolution and

Industry reacts to Brexit result

Event has spoken to a snapshot of readers regarding Britain's decision to leave the EU, with a number of companies believing the industry will be negatively affected. Event’s recent Twitter polls had averaged out at 57% in favour of remaining in the European Union. Agencies, associations, venues and industry suppliers were among those in favour of a 'remain' vote. Pretty Green’s founder Mark Stringer commented: "I think it's a very sad day for the creative industry as a whole - it is an indust

Welcome to the experience economy

From launching an urban forest festival in a disused car park through to creating a gravy fountain in homage to the revered British Sunday roast, brand experiences have dominated marketing campaigns as events become evermore experiential. Immersive experiences are enjoying their ascension from underground gatherings to large-scale events, designed to delight mass audiences, as witnessed by the meteoric rise of Secret Cinema. The British events company specialising in cinema experiences smashed

China's largest Paris incentive trip continues in spite of terrorist attacks

Around 4,000 delegates from the company are taking part in the mega-incentive – designed to reward top sales performers – and are arriving in waves of 900. The first three groups are already in the city, with the final group due to arrive on Monday. Paris Convention Bureau’s marketing manager Corine Bernadou stated that Paris was chosen for the incentive following last year’s celebration of the 50th year of Franco-Chinese diplomatic relations. She added that the convention bureau was liaising