British Airways today revealed a collaboration with American Express Presents Bst event, the premier live music event in Europe that brings the top acts to London each summer.

As a result of its sponsorship, British Airways will assume brand control over the festival’s Rainbow Stage. In addition, as a result of the agreement, a brand-new, two-story bar will be built with a premium section and a 360-degree photo opportunity that will take fans anywhere they want to go.

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British Airways will also host the cinema screenings at Open House, which will be free and open to the public in the weeks between the concerts, in order to increase access to American Express Presents BST Festival. Film lovers will be able to kick back, unwind, and take advantage of the British Airways crew’s hospitality as they keep them hydrated with necessities and snacks.

These activations will be developed in conjunction with LS Events, the production company in charge of American Express Presents Bst Festival, in order to guarantee their seamless integration with the overall event setup.

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Over the course of three weekends during this year’s event, which runs from Friday, June 23, to Sunday, July 9, a number of iconic headliners like Guns N’ Roses, BLACKPINK, P!nk, Lana Del Rey, Billy Joel, Bruce Springsteen and the E Street Band, and Take That will perform.

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