Marriott Bonvoy Cowboy Carter Tour 2025 – Live Embroidery

What we did?

Digital Events partnered with Marriott Bonvoy for a multi-date, multi-city activation across select properties in London and Paris, celebrating Beyoncé’s highly anticipated COWBOY CARTER TOUR.

Guests at participating hotels were invited to personalize their own denim or apparel with custom embroidered patches, bedazzled designs, and lapel pins, all created and applied on-site. The activation spanned nine event days between June 5–22, 2025, across properties including The Westin London City and Renaissance Vendôme in Paris. With over 3,225 items personalized, the experience brought bold, expressive fashion to the luxury hotel space—blending fan culture, style, and personalized flair.

A standout lifestyle activation that connected music, travel, and fashion—beautifully curated by Marriott Bonvoy and powered by Digital Events.