Hearst UK launches new experiences division, HearstX, incorporating AR and VR

Hearst UK has today announced a revamp of its existing events business, which will become 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’s flagship brand events into bespoke, curated experiences.

Hearst UK has been synonymous with branded events for over twenty years, attracting A-List celebrities and loyal audiences. Hearst UK events, which include the Harper’s Bazaar Women of the Year Awards and Country Living Shows, also serve as a physical destination for consumers to explore their favourite brands.

HearstX will take this physical experience offering to a new level, offering readers and advertisers a more agile, future-facing experience. Hearst UK’s new experiential division will bring its brand experiences to a multi-platform audience. New HearstX 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.”