Hearst UK has reimagined its existing events business to become HearstX. HearstX will create experiences for both the physical and the digital worlds, leveraging emerging technology including VR and AR, as well as repurposing the business’ flagship brand events into bespoke, curated experiences.

Hearst UK events, which include the Harper’s Bazaar Women of the Year Awards and Country Living Shows, also serve as a physical destination for consumers to explore their favourite brands, with each event carefully curated with the essence of the title in mind.

HearstX will take this physical experience offering to a new level, offering readers and advertisers a more agile, future-facing experience. Hearst UK’s new experiential division will bring its brand experiences to a multi-platform audience, offering both physical and digital worlds for readers to explore. New HearstX initiatives launching to market this year will include the first ever ELLE UK Virtual Influencer, a Cosmopolitan metaverse experience and a suite of AR products designed to drive further engagement with Hearst content.