Hearst UK has relaunched its existing events business as HearstX. HearstX will create experiences for both the physical and the digital worlds, leveraging emerging technology including VR and AR, as well as repurposing the business’ flagship brand events into bespoke, curated experiences.

Events such as Harper’s Bazaar Women of the Year Awards and Country Living Shows,  serve as a physical destination for consumers to explore their favourite brands, with each event carefully curated with the essence of the title in mind.

HearstX will bring its brand experiences to a multi-platform audience, offering both physical and digital worlds for readers to explore. New initiatives launching to market this year will include the first ever ELLE UK Virtual Influencer, a Cosmopolitan metaverse experience and a suite of AR products designed to drive further engagement with Hearst content.

Jane Wolfson, Chief Commercial Officer at Hearst UK, commented: “I’m thrilled to announce the launch of HearstX. There’s been a huge acceleration in the digitalisation of the experiential industry over the past two years, and our team have been working extremely hard to inject further innovation into our creative solutions offering. This will allow us to find new ways of engaging with our loyal audiences on platforms outside of traditional content formats.”

Mark McCafferty, Executive Creative Director for Hearst Solutions, added:“HearstX will continue to deliver exciting real world events, whilst incorporating innovative new platforms that further the consumer experience. We are led by our readers and their appetite for new experiences, and HearstX gives us an exciting new dimension to our creative offering.”