Clarion has chosen Glow, Bluewater to launch a programme of specially designed shows that will benefit from Bluewater’s 28.1 million annual footfall. According to research commissioned by Bluewater, a large proportion of Bluewater’s existing Guests, which comprise some of the most affluent consumers in the UK, are regular event and exhibition attendees.

The first of the seasonal Winter shows at the venue, Spirit of Christmas at Bluewater, will be an extension of Clarion’s very succesful ‘Spirit’ brand. Especially tailored for Bluewater, the event will take place in November. It will offer Guests an ultimate boutique gift destination spread across both halls of the 5,200m2 Glow, Bluewater.

The Festive Food Fair, the second show in December, has a truly Dickensian feel. Located on the ground floor of the venue, it will take Guests back in time to experience a unique selection of festive treats including fine wines, champagnes, fresh cheeses, meats, organic jams, chutneys and handmade chocolate. In addition, Guests will be able to visit the amazing Winter Attraction, located on the upper level throughout the Christmas period, exact dates are to be confirmed.

Commenting on the first two events to be announced, Andrew Parkinson, Bluewater’s General Manager, said: “Glow, Bluewater is the first of a new breed of events and exhibition spaces. Like every event we host, Clarion’s fairs will benefit from Bluewater's weekly footfall of over 500,000 people, the majority of whom have an active interest in events and exhibitions. That in itself is very exciting for event organisers and exhibitors.

"Bluewater is a brand that generates great loyalty, and that is already proving to be very enticing to the industry as it is the very first time that the location of a venue adds something extra to the visitor experience.

"These differences make the venue unique and are driving many leading event organisers to place it at the heart of how they evolve their businesses."

Simon Kimble, CEO of Clarion, added: “Clarion is delighted to be Bluewater’s anchor tenant for Glow, Bluewater. We are excited to be hosting inspirational and exciting events with a wide appeal not just for the considerable number of Bluewater guests but also from the South East, wider Kent, Surrey, Essex and Sussex community.”

“Staging events as part of Europe’s busiest retail and leisure destination represents a new direction for the events industry and we are excited to be the pioneers of this.”