Aston Martin Racing @ Covent Garden Piazza

In the run-up to the British Grand Prix, Aston Martin Aramco F1 swapped pit stops for matcha whisks with Aston Matcha – a free pop-up café serving iced matcha lattes, tonics, and vegan cookies. Partnering with London’s matcha authority MATCHADO, the activation introduced Saemidori - a premium Japanese cultivar. Each cup was slow-whisked by trained matcharistas for a TikTok-worthy pour that matched Aston Martin’s Racing Green aesthetic.

With Covent Garden’s affluent ABC1 shoppers, high tourist traffic, and prime central setting, the activation drew constant queues, fuelled by on-the-house drinks, tote bags, zines, and even driver squad appearances. The F1 show car on display turned the piazza into a content magnet, blending motorsport prestige with lifestyle appeal - a perfect example of how Live Media transforms iconic locations into cultural moments that resonate far beyond the event itself.

Nike x Corteiz @ Potters Field Park

Corteiz and Nike turned Potters Field Park into one of the year’s most talked-about sneaker destinations with the early release of the Nike Air Max 95 Honey Black. Teased by Clint419 on Instagram, the drop built weeks of anticipation before erupting into a full-scale Live Media moment.

Fans arriving at the riverside park - framed by Tower Bridge and The Shard – were greeted by a towering installation inspired by the sneaker’s box. Inside, a stripped-back pop-up gave over 700 lucky customers the chance to secure their pairs ahead of the official launch on 30 April. Queues snaked across the site for hours, driven by Corteiz’s signature scarcity model and the location’s high visibility in one of London’s most photogenic outdoor spaces.

Potters Field Park’s combination of open space, landmark views, and high tourist flow turned this activation into more than a retail moment – it became a cultural event, amplified across social media and sneaker forums worldwide.

Adidas Adizero @ St Martin in-the-Fields

Timed with London Marathon weekend, Adidas launched the Adios Pro Evo 2 with a four-day citywide celebration of speed and community. Across multiple venues – including an immersive installation at St Martin-in-the-Fields off Trafalgar Square - the brand fused sport, culture, and cutting-edge design into a multi-sensory Live Media experience.

Highlights included the Fast Track takeover of Holborn’s Kingsway Tunnel, where runners tested themselves against Olympic champion Peres Jepchirchir’s pace, live performances from Giggs and Overmono, and community-led panel sessions. At the Trafalgar Square site, guests stepped into a custom-built 360° video atrium, infinity-effect entrance tunnel, and gamified running challenge built in Unreal Engine - a physical and digital environment designed to reflect Adidas’ trefoil heritage and innovation.

By placing the activation in one of London’s busiest public spaces during a major sporting event, Adidas captured both marathon crowds and everyday city footfall, turning product launch into shared cultural moment.

Kith x Wilson @ Potters Field Park

Ahead of their global launch, US streetwear and lifestyle brand Kith and heritage sports label Wilson embarked on a travelling London boutique tour, with Potters Field Park as one of its key stops. The centrepiece: a fully wrapped 1960s Routemaster bus in Kith’s signature monogram, housing apparel, tennis gear, and accessories.

The roadshow kicked off with a press and influencer event by Tower Bridge before visiting Covent Garden and Battersea Power Station, giving each location its own moment in the spotlight. At Potters Field Park, visitors queued to explore the bus, try their luck at a tennis ball vending machine to win a limited-edition racket, and sample Ottolenghi-crafted flavoured meringues.

By combining fashion, sport, and iconic London settings, Kith x Wilson delivered a mobile Live Media campaign that connected global hype with local cultural touchpoints – proving that the city itself can be the perfect retail stage.