VIRGIN ATLANTIC HOLIDAYS
Heart + SEOUL
Supper Club
When the "Korean Wave" (Hallyu) hit fever pitch in London, Virgin Atlantic Holidays (through Catalyst83) wanted to do more than just advertise their new direct flights from London to Seoul; they wanted to bring the sensory soul of Korea directly to London.
To bring this massive experiential vision to life, they chose 83 Rivington Street as their physical canvas.
The Challenge
Virgin Atlantic Holidays needed a highly versatile, open-plan, and central East London space to host "Heart + Seoul" - an exclusive, high-profile pop-up supper club. The event required a seamless blend of a professional commercial kitchen setup, room for interactive communal dining, and the aesthetic flexibility to represent the bustling atmosphere of Seoul’s traditional food markets and home kitchens.
The Solution: 83 Rivington Street
Located in the buzzing heart of Shoreditch, 83 Rivington Street provided the ultimate footprint for the two-day cultural activation (July 10–11, 2026). Our open-plan space was transformed into a vibrant, sensory slice of South Korea, designed to host:
World-Class Talent: South Korea's iconic grandmother creator and cultural sensation, Park Mak-rye (@korea_grandma), who was flown in on Virgin Atlantic's new direct route to host and cook.
Communal Dining: A lively, interactive layout where guests enjoyed authentic banchan (side dishes), traditional home-cooked mains, craft Korean beers, and Soju.
High-Stakes Interactive Elements: An engaging ticketed experience where one lucky guest at each of the 8 sessions won a spontaneous pair of return flights to Seoul, requiring them to pack and fly within two weeks.
The RESULTS
100% Sold Out: Tickets sold out rapidly via OpenTable, drawing hundreds of foodies, influencers, and travellers to Shoreditch.
Charity Impact: All proceeds from the £30 ticket sales went directly to Save the Children, blending high-impact commercial marketing with corporate social responsibility.
Media Coverage: The event generated massive press coverage across London and travel media, positioning Virgin Atlantic as the premier bridge between the UK and South Korea.
