The World’s Smallest Festival, in place at the Hunter flagship store on Regent Street

Hunter is continuing with its promise to focus on festival-themed activations over fashion week shows, today launching “the World’s Smallest Festival” in its flagship store on London’s Regent Street.

Disguised as a portaloo – an ironic reference to the most-dreaded festival experience – the festival is in fact a GIF photo booth in collaboration with GIF library, Giphy. Users are able to take animated pictures of themselves before customising them with exclusive Hunter festival filters and stickers. Any shared online are in with a chance of winning a festival pack from the brand.

The portaloo is otherwise designed to feel like actually being inside a mini British festival – complete with grass, mud and live music. There will be secret festival product giveaways, including wet wipes, welly socks, ponchos and gift vouchers, in addition to a programme of pop-up performances.

 World's Smallest Festival Hunter
Inside the World’s Smallest Festival by Hunter

Hunter also hopes to capitalise on festival buzz once Glastonbury comes around this year. It will launch a series of limited edition filters and stickers in Giphy Cam, which is Giphy’s mobile GIF camera app for iOS, from Wednesday June 22. Anyone using the app, whether they’re at a festival of not, will be able to add exclusive Hunter content to their images. Again, those who share tagging @HunterBoots and #Beaheadliner on Twitter, will be in with a chance of winning Hunter festival products.

Earlier this year, Hunter held a Festival Summit that revealed insights including an 11% growth in festival-related Google searches year-on-year in 2015, as well as a significant spike in weather searches in the two days prior to Glastonbury. Research from JWT Intelligence, also showed that three-quarters of millennials in Britain attend at least one festival per year, and 76% of millennials would now prefer to spend their money on experiences over material possessions.

“The nondisposable moments at festivals carry so much weight: They are unforgettable, watertight, locked-down emotional memories that, as a brand, you want to access and be associated with,” said Alasdhair Willis, creative director at Hunter, during the summit. “The reach and commercial opportunity of festivals makes them a very serious business that would be foolish to ignore.”

The World’s Smallest Festival pop-up will be in Hunter’s Regent Street store from Thursday, June 9, until the end of the month, before travelling to other UK cities over the summer.