I was sure I’d heard of HiddenCity before their Eastpak collaboration launch a couple of weeks ago now, but I still didn’t have the faintest idea what they actually did. Running exploration events around London and a handful of other UK cities, in teams you have to solve clues to work your way between locations, texting in the answer to a final riddle to get the next clue. Wrong answers or asking for clues gives you a time penalty, which when you’re up against 10 other teams, can make things than a little interesting. It was a great match for Eastpak’s recent ‘When was the last time you did something for the first time?’ campaign.
This one based around Shoreditch, I felt like we had a little advantage as I know the area well, although being very competitive, I still wanted to rouse the rest of my team into running between clues. Starting at Jaguar Shoes before 13 clues later, and in glorious sunshine, we finished at Strongroom Bar, to my delight we came first. Some of answers were tough (we missed the mushroom atop a building on Redchurch Street), though others proved much easier (‘art in the Devil’s lair’ was obviously the Pure Evil Gallery on Leonard Street), but after 45 minutes (the last time finished with a time of over 1hr 30mins, so we did pretty well…) we made it to the end victorious.
I can’t reveal too much about what’s coming from the Eastpak x HiddenCity’s collaboration this summer, but let me tell you The Insider Trail is going to be a massive city-wide adventure, more than worth your time and effort. We’ll have more August 1st.