Experiential agency Robotproof has designed the visitor journey for RUN CULTURE: LIVE, a two-day festival marking Like the Wind magazine’s 50th edition, running at The Boiler House, Truman Brewery on 4-5 September.
RUN CULTURE: LIVE has been designed as a tactile, human first experience that reflect’s the magazines ethos as it prepared to take its storytelling to the American market.
The flow of the festival has been created with Robotproof to guide visitors through the world of running in a way that feels natural and connected. Friday moves through long‑form storytelling, film and conversation. Saturday shifts into athletic insight, creativity and community. The result is a curated experience where each moment builds towards a wider picture of the sport.
RUN CULTURE: LIVE brings together athletes, adventurers, writers, creators and leading sports brands for an immersive mix of talks, panels, film premieres, creative workshops and community spaces. Salomon, Under Armour, Puma, Wahoo, Kailas Fuga, Precision Fuel and Hydration and United Repair Centre will showcase new ideas and perspectives on the sport.
The programme features Olympian Linford Christie, ultrarunner Stephanie Case, author Adharanand Finn, Run Dem Crew founder Charlie Dark and US marathoner Molly Seidel.
Two UK premieres anchor the weekend, including a new film on Lucy Bartholomew’s Moroccan running adventure and an unreleased documentary on Lazarus Lake. Creative workshops, live conversations, short films and DJ sets round out a programme designed to show how the sport continues to evolve
East London’s running community sits at the heart of the event. From the Hackney Marathon to the rise of run clubs, the area has become one of the UK’s most influential hubs of running culture. RUN CULTURE: LIVE taps into that energy and invites runners and creators to spend a Friday and Saturday night immersed in the stories, rituals and creativity that shape modern running
Tom Ironside, Robotproof CEO said: “Running culture is changing fast. People aren’t just looking for performance; they’re looking for connection, creativity and meaning. Our role was to design a journey that reflects that shift, creating a space where runners can move through stories, ideas and experiences in a way that feels human and tactile.”
Julie Freeman, Operations Director and co-founder at Like the Wind added: “Running Culture is at the heart of what we do. Since launching the paper magazine in 2014, we’ve been dreaming of bringing the same spirit of craft and storytelling to a live audience. Our readers are people for whom running is a lifestyle, and designing the perfect event for them has been a labour of many years. Now it’s finally here, it was a natural fit to work with the team at Robotproof.”