Estrella Damm 

The Brief

To celebrate Young’s 150th anniversary, Estrella Damm partnered with UP! Productions to create two live music-led events across iconic Young’s pubs in London.

Taking place at The Cat & Mutton in Broadway Market and The Crooked Billet in Clapton, the brief was to transform the pubs for two one-off celebrations, bringing together music, hospitality and Estrella Damm’s Mediterranean identity while still feeling authentic to each venue and its local community.

UP! Productions were appointed to develop the creative direction, curate the music programme and deliver the full production across both events.

The Delivery

Inspired by the energy of a Mediterranean summer and the social spirit of London pub culture, UP! Productions developed a creative and production concept that brought Estrella Damm into each venue while retaining the individual character of the spaces.

Music sat at the heart of the experience, with UP! Productions programming Ross From Friends and Laurence Guy across the two events, bringing two respected names in UK electronic music into intimate neighbourhood pub settings.

At the centre of the visual experience was a bespoke modular DJ booth backdrop, designed specifically for the series and adapted across the two venues. Lighting, sound, branded details and outdoor dressing completed the transformation, creating an environment that felt elevated, energetic and distinctly Estrella Damm.

UP! Productions managed the project end-to-end, including creative concept and production design, artist programming and booking, bespoke DJ booth design and production, audio and lighting, venue and supplier coordination, branding and environmental dressing, event staffing and on-site management, and photography and video content production.

The Experience

Across two nights, the familiar Young’s pub experience was reimagined around music, socialising and Estrella Damm.

Rather than creating a traditional brand activation, the focus was on integrating the brand naturally into spaces people already know and love. Ross From Friends and Laurence Guy provided the soundtrack across the series, supported by bespoke production, considered lighting and a visual identity that connected both events.

From the arrival experience through to the dance floor, every element was designed to encourage guests to stay, discover the space and enjoy the night.

The Results

The two-event series brought together Estrella Damm, Young’s and London’s electronic music community, with internationally recognised talent performing in intimate pub environments.

A bespoke production approach allowed one creative concept to travel between locations while adapting to the character and physical requirements of each venue.

The events also created a bank of photography and video content for the partners, extending the collaboration beyond the live experience itself.

The Impact

By combining credible music programming, bespoke design and full-service event production, UP! Productions transformed two neighbourhood pubs into culturally relevant brand experiences without losing what makes the venues special.

The collaboration demonstrated how brands can connect authentically with music and nightlife audiences, pairing Ross From Friends and Laurence Guy with intimate London venues to create experiences that felt first and foremost like great nights out.

For Estrella Damm, the series created a natural connection with Young’s audiences and London’s creative community, celebrating a major milestone through good music, considered design and shared experience.