Mixmag and Beefeater Gin are hosting an “Underground of Sound” installation at All Points East

All Points East festival has welcomed an all-new immersive experience with Beefeater Gin as well as the help of Mixmag.

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

Enjoy a range of tasty Beefeater cocktails such as the Frozen Ginita or the fruity Peach ‘N’ Tea with the Beefeater Peach and Raspberry Gin, before entering the celebration of London sounds from inside the tube carriage as well as whilst out in the festival.

Read this next: Review: Field Day's 2021 homecoming reflected the good times returning to London

The silent-disco-style experience includes a live DJ, glowing lighting and headsets for people to get fully involved.

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

Read this next: Flying the junglist flag: Nia Archives is leading jungle's new era

“Luno presents All Points East is the perfect place to celebrate The Spirit of London, as it brings together a diverse mix of Londoners to celebrate British music from all genres.

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

The Underground of Sound will run throughout All Points East and Beefeater are offering guests the chance to win VIP Distillery Tours and dinner at The Ivy to consumers that share their experience on social media tagging @beefeatergin #thespiritoflondon.