The creative excellence that so many partners brought to their virtual stands in the Exhibition Hub was mirrored by the stunning experiences delivered as part of the Engagement Lounge programme.

Here, at the heart of the Experience Hub (which also featured a KOL Sphere and Networking Lounge), exhibitors used the arena to launch, promote and educate about products or services through virtual masterclasses, tastings and demonstrations. From there they could access an audience of key clients, KOLs and category influencers, plus B2B and B2C press, across the Virtual Bar, Beauty Studio, Foodie Corner and Showcase platforms.

Highlights ranged from journeys of discovery into the worlds of Chivas Regal, Glenfiddich, Bacardi’s malts range and baijiu (the latter hosted in memorable style by Camus) to launches from Jim Beam and Ian Macleod Distillers. They spanned tastings and brand experiences with Campari, Duty Free Global, Proximo Spirits, Jägermeister and Schlumberger to a voyage of the imagination in the virtuoso Virtual Camus Cognac Lab.

In this arena new solutions to long-standing industry challenges were thrust into the spotlight from AOE, JCDecaux, One Red Kite and iSkyTrip, alongside innovation from JTI, Philip Morris International, Foreo/FAQ, Filorga, Victorinox and Luxottica.

But it wasn’t just about service or product. We saw powerful (and beautifully presented) stories of pride, tradition and heritage from Camicissima, Penhaligon’s, Clarins, L’Occitane and H&H, and had inspirational stories and life lessons from The SEVA Group and Rituals.

Click on the video links on this page for a selection of these experiences. More can be viewed in our Exhibition Hub section alongside the virtual showcases of our partners, and all can be accessed during our 30-day encore here.