We brought the vibrant spirit of Germany’s northern city of Hamburg to London with a two-day pop-up festival in Shoreditch’s Boiler House on Brick Lane. The programme celebrated music, food, art and interactive experiences that reflected Hamburg’s dynamic character. Attendees enjoyed a varied schedule of live music performances spanning genres from electro-pop and jazz to folk and metal, with acts connected to well-known Hamburg festivals such as Reeperbahn and MS Dockville.

Alongside music, the event included craft beer and specialty coffee tastings, short film screenings and VR toursoffering a 360° glimpse of Hamburg’s landmark Elbphilharmonie concert hall. Visitors could take part in a taster of Stefanie Hempel’s Beatles Tour—a nod to the Beatles’ formative years in Hamburg—and join street art and creative workshops, blending Berlin’s artistic vibes with local London creativity.

Overall, Hamburg on Tour London 2017 acted as a lively cultural bridge—fusing food, music, art and technology to convey the essence of Hamburg to a London audience, while strengthening tourism and business ties between the two cities.