‘Tales of the Unconventional’ unveiled by Staropramen

Curated by Staropramen and The Marketing Store, Tales of the Unconventional is a brand new pop up multi-sensory cinema experience in the heart of London. The first event was held at Village Underground for 300 competition winners on Saturday 25th October.

The brand new initiative by the Staropramen has been inspired by the beer brands origins in the Czech Republic – known as the ‘Kingdom of Bohemia’…

Tales of the Unconvential by Staropramen

Gurdeep Singh Saini, Staropramen Brand Manager at Carlsberg UK, said: “The new platform taps into our audience’s desire to stumble across unique experiences on their own terms. The Sensory Cinema Experience is a great way to raise the profile of the brand nationally amongst our discerning and inquisitive consumers”. 

To support a long-term strategy for the Carlsberg UK brand, Staropramen enlisted the services of The Marketing Store to bring to life this immersive cinema experience.

Neil Warburton, senior experiential director at The Marketing Store explained, “…we were challenged by Staropramen to create a one-off, never-to-be-forgotten experience for its discerning audience who expect the unique and unusual in life. The Night of the Sensory Cinema successfully created those unorthodox moments and we look forward to working with Staropramen, creating many more events in 2015.”

The film of choice was cult horror Bram Stoker’s Dracula; the warehouse venue was transformed with a live string quartet, immersive lighting and scent infusion technology to recreate the films dark narrative. The screening room was shrouded in smoke and mystery and characters from the film entertained guests, who were given no information on what to expect beforehand. Hosted by the ‘original’ vampire, Dracula, the guests were treated to a traditional hog roast and of course Staropramen. After the film, DJ Matt Krysko performed a set, while the spooky theme continued as ‘brides of Dracula’ arrived at the after-party.

Tales of the Unconventional was photographed by Tom, you can view some of the spooky pictures from the first event held at Village Underground below.

Staropramen present Tales of the Unconventional by Tom 1

Staropramen present Tales of the Unconventional by Tom 2

Staropramen present Tales of the Unconventional by Tom 3

Staropramen present Tales of the Unconventional by Tom 4

View the full gallery here