The Challenge

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Returning to Wilderness for the second year with us, IHG wanted to refresh their Hotel in the Wild with a bold new concept, creating lots of Instagrammable moments while driving One Rewards sign-ups and strengthening masterbrand visibility with the festival audience.

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The Experience

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We created ‘English Eccentrics’ which reimagined the hotel through playful British maximalism. Guests entered via a mini maze into a theatrical concierge moment of oversized florals and branded luggage (the primary photo and sign-up touchpoint). Inside, patterned wallpapers, layered seating and an architectural bar created a comfortable, characterful lounge. Integrated bedroom and bathroom ‘slices of set’ delivered immersive photo moments, while roaming performers added surprise and shareability throughout.

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The Impact

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The activation cemented IHG as a must-visit festival destination, increasing dwell time and One Rewards engagement while building equity in a now-recognisable location. It was widely regarded as the place to be, attracting high-profile guests including Sophie Turner and Daisy Ridley.