Amplify – the brand experience agency – has been tasked with helping Sipsmith Gin develop a festival presence inspired by the gin palaces of the 1820s.

The activation, which runs at three festivals over the summer including Wilderness, recreates a gin palace where festivalgoers can revel in a jazz party. On August 3, the party will receive the Ronnie Scott’s seal of approval when the jazz club, which celebrates its 60th anniversary this year, sees the gin palace host an evening of live jazz.

The activation will next appear at Big Feastival between August 23-25. This is the second year that Amplify has collaborated with Sipsmith. The 2019 execution debuted at the Henley Regatta between (July 3-7).

Designed to accommodate up to 120 people, the activation is housed in a 9m x 16m yurt-based Orangery that’s steeped in Sipsmith’s aesthetic. Although resplendent with Victorian iconography, the palace feels thoroughly contemporary, reflecting Sipsmith’s “old meets new” appeal. For example, mirrored fascia bars and sustainably sourced copper-finished furniture are surrounded by Victorian touches.

May Kirby, senior brand activation manager at Sipsmith, 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.”
Jonathan Emmins, founder of Amplify, commented: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.”