L.L.Bean, the American outdoor retailer, has partnered with Hyphen, the experiential agency, to provide festivalgoers with an series of live brand experiences across a range of events and festivals this summer.

The brand made its UK debut at the weekend, with an activation and pop-up shop at the first-ever International Forest Festival in Derbyshire. It was the first in a series of live brand experiences, created by Hyphen for Salts Huby, the official UK partner of L.L.Bean, aimed at bringing the retailer’s New England style and love of the outdoors to festivals across Britain this summer.

The activation featured opportunities for visitors to the events to “be an outsider” by giving them the chance to take part in activities from rock climbing to den building. There was also the opportunity to learn new skills such as outdoor photography and map reading from social influencers including the Bald Hiker.

L.L.Bean’s pop-up took a prime position at the International Forest Festival, sponsoring the outdoor activity zone and featuring the brand’s most iconic products, this was accompanied by a “secret” gig from the festival’s headline act on the stand.

The experiences and pop-up stores will also feature at the Deer Shed Festival, BBC Countryfile Live, the Bristol Balloon Fiesta and the Edinburgh Fringe Festival.

Chris McDonough, chief brand officer and head of international development at L.L.Bean, commented: “This is a fantastic opportunity for L.L.Bean because so many people in the UK share our love for the outdoors and have amazing opportunities to experience the outstanding natural beauty of the country. We have a strong e-commerce customer base in the UK, and we’re excited to bring our great outdoor products directly to more customers by popping up at outdoor festivals and events this summer.”

Luci Beaufort-Dysart, head of live events and experiential at Hyphen, added: “We are really excited to help launch such an iconic brand into the UK through an exciting festival led retail approach. We’ve designed a truly experiential brand activation and have managed to secure some great strategic partnerships for L.L.Bean to enable them to dip their toes across the pond.”