Glastonbury's Shangri-La


pieces of coverage


opportunities to see




Shangri-La is a theatrical, immersive installation, renowned for its cutting-edge originality, artistic quality and musical curation. Each year Shangri-La reveals a new chapter of its ever-evolving narrative and invites festival-goers to become a part of its hypnotic world. 

“A whole new level of hedonism plays out in the surreal, neon-illuminated maze of packed bars and stages, awash with performers and curiosities” The Independent.

Glastonbury's Shangri-La 5

The Campaign

Our role was to amplify the work being done by the Glastonbury Festival publicity team, pitching in-depth and meaningful interviews and features to raise the profile of the full Shangri-La team, led by creative director Kaye Dunnings, music director Chris MacMeikan and creative producer Robin Collings. 

For its tenth incarnation, Shangri-La’s theme was Junkstaposition, as shape shifting Shangri-La turned its satirical gaze to the state of humanity and the impending apocalypse. Key profile pieces on the theme appeared in Creative Review, Design WeekCreative Boom and NME with a landmark news report from Sky News.

Using our cross sector skills Sundae delivered advance publicity via segment pitches into key media sectors, including art, music, comedy, culture, tastemaker and creative industries, to ensure focus was spread across the different elements of Shangri-La, recognising different members of the team.

We were on site for a week, providing a press office function with a strong focus on digital and broadcast news content, also working closely with the Glastonbury’s media partners the Guardian and the BBC, and managing the picture and video publicity output for Shangri-La. Key digital pieces appeared on BBC Bitesize, BBC Earth, the Guardian Glastonbury Picture Essay and a film from the Guardian’s Owen Jones.

A key focus was devising a bespoke strategy for new festival concept The Shed, a new space to celebrate positive masculinity. We worked closely with artistic director Moses Powers to deliver a tone setting opinion editorial for the Huffington Post, which in turn informed a spread of thoughtful articles across press from the NME to the Guardian.

We also delivered a strong music strategy, that segmented the music line up across different sectors from punk, to metal, to funk and soul and of course the Shangri- La Sista Sunday, working with artists including Denzel Curry, Sleaford Mods, IDLES, Max Cooper, Craig Charles, Norman Jay MBE, Seth Troxler and many more.


(Image credits: Hannah Sherlock, Leora Bermeister, Nathan Roach)



It is Glastonbury’s most radical and politically-minded venue, providing a platform for underground activists and underrepresented artists as well as world-famous acts.

Rachael Steven - Creative Review

Shangri-La, the outspoken and much-loved corner of Worthy Farm is celebrating its tenth incarnation this year, serving up its usual dizzying dose of the theatrical, the radical and the bizarrely brilliant.

Sam Moore - NME


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