For the launch of Mumford & Sons’ latest EP, we brought their “Gentlemen of the Road” ethos to life with a fan-centric pop-up activation at the vibrant Lights of Soho.

Our mission was to transport guests into the heart of the band’s world, creating an intimate yet expansive atmosphere that reflected their musical journey and the spirit of their Gentlemen of the Road touring series.  This week-long activation transformed Lights of Soho into a multi-sensory haven, blending rustic charm with culture.

that evoked the thrill of a road trip and the raw energy of a live performance, alongside bespoke artwork and photography series.

The curated programme of events included exclusive listening sessions of the new EP, cinema viewings, intimate performances by supporting artists such as The Very Best, Beatenberg and Baaba Maal, alongside showcases on South African cuisine and wine.

From bespoke lighting and soundscapes to carefully selected props and interactive touchpoints, including a replica album cover photo op, we ensured every corner offered a discovery.

The activation served not just as an EP launch event, but as a living, breathing extension of the Mumford & Sons narrative, allowing fans to connect with the music and the band’s identity on a deeply personal level.