An underground journey through London’s rich musical history

The All Points East festival has welcomed a new immersive experience by the hand of Beefeater Gin and the help of Mixmag.

Underground of Sound is a life-size tube carriage that takes festival-goers on a journey through the history of London’s music scene.

Attendees will be able to enjoy a series of tasty Beefeater cocktails, such as the Frozen Ginita or the fruity Peach ‘N’ Tea with Beefeater Peach and Raspberry gin, before delving into the celebration of London sounds both from inside the subway car and during the festival.

This silent-disco-style experience includes a live DJ, colorful lights and headphones to get people involved to the fullest.

Liam Murphy, Beefeater’s Brand Director, said: “This is one of the largest UK festival installations we have commissioned for Beefeater and we are delighted with how consumers are enjoying the experience so far.”

“Luno presents All Points East is the perfect venue to celebrate the Spirit of London, bringing together a diverse mix of Londoners to celebrate British music of all genres.

“We have the opportunity to serve Beefeater to 40,000 Londoners, either in our cocktails, in ready-to-drink cans that can be enjoyed on the main stage or in our classic G&T. What better way to celebrate The Spirit of London than with the spirit of London?”.