Overview: Lord’s London Dry Gin marked its presence at TRACE Live, headlined by Afrobeats artist BNXN, on Friday, October 30, 2026. The activation took place at Terra Kulture on Victoria Island, offering attendees free drinks and interactive games alongside the musical performance.
The Full Story
The music was loud, the crowd was in high spirits, and Terra Kulture became a meeting point for Afrobeats, style and good entertainment as Lord’s London Dry Gin brought its signature touch of elegance to the latest edition of TRACE Live. BNXN delivered a lively performance, taking fans through some of his familiar records, including Back Outside, Bae Bae and Still in Charge. The audience sang along, danced and responded enthusiastically as the artiste kept the energy going.
One of the night’s standout moments came when two fans got the opportunity to join BNXN on stage to perform Eja Meja. Their performance caught the artist’s attention, and in a gesture that delighted the crowd, he rewarded them with cash. Away from the stage, Lord’s London Dry Gin brought its own flavour to the experience with an activation booth where guests enjoyed free drinks, giveaways and interactive games. The engagement gave attendees another reason to connect with the brand while enjoying the atmosphere of the night.
What This Means
The approach reflects a changing relationship between brands and entertainment where audiences want more than to see a logo at an event; they want experiences that feel engaging, enjoyable and worth remembering. Speaking on the brand’s approach, Gbemileke Lawal, Marketing Manager, Lord’s London Dry Gin, said: “Our ambition goes beyond being visible at entertainment events. We want to create distinctive experiences that reflect the sophistication of Lord’s and resonate with the lifestyles of our consumers. Through engaging activations, thoughtful hospitality and partnerships with platforms that celebrate great entertainment, we are bringing our philosophy of ‘Own the Moment. Experience It Differently’ to life.”
Consumer Takeaway
For consumers attending the event at Terra Kulture, Victoria Island, the activation offered free drinks and interactive games alongside the entertainment. Lord’s London Dry Gin aims to create distinctive experiences that reflect the sophistication of the brand and resonate with the lifestyles of its consumers through engaging activations and partnerships.
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