ELLE, the world’s biggest fashion media brand, has launched the ELLE Weekender – a new interactive consumer event that will encompass fashion, beauty and wellness.
Coming just days after Hearst’s acquisition of Telegraph Events’ Be:FIT and Salon QP, the initiative is another example of Hearst’s rapid expansion into fashion, health and wellness events. Victoria Archbold, Managing Director of Events and Sponsorship at Hearst Live, admitted earlier this week that, “We are seeing unprecedented growth in experiential events – our attendance levels doubled last year.”
Of particular note is Archbold’s recognition that, “Changing consumer habits means shopping is set to be driven by experiences and interactive technology rather than the act of buying. The ELLE Weekender will enable personalised interaction with customers through unique installations, pop-ups and talks that showcase brands in an innovative way that we know appeals to ELLE readers.”
Taking place in November at the Saatchi Gallery, London, the ELLE Weekender will be a three-day immersive event with activations housed across two floors of the iconic Chelsea gallery. Ticket prices are unknown at this stage but will be available to purchase in the Summer 2018.