ANNOUNCING THE LAUNCH OF LONDON MOUNTAIN WEEK

London Mountain Film Festival is broadening its horizons and reaching out to retailers, brands, sporting clubs, venues, community projects and any other organisation that wants to host their own event as part of a city-wide celebration of adventure and the great outdoors: London Mountain Week! The London Mountain Film Festival itself will be the opening fixture in a spree of events that takes place across London between 16th and 25th April 2021. While LMFF will list and promote the events via a single website, the events themselves will be the property of their hosts and can be tailored to suit their venues and customers.

Greg Hackett, LMFF CEO & Founder said, “The possibilities here in London are endless, with so many different sporting communities doing their own thing – we wanted to embrace that and give
everyone the chance to come together to make an event that is greater than the sum of its parts.”

This could be an event for our times. With largerscale indoor events being at risk of diminishing under Covid-19 fears, there is a brighter opportunity for smaller-scale indoor events such as
in shops or at climbing walls, or outdoor gatherings in parks. LMFF hopes this is a way that the London outdoor community can bounce back, and it’s a proven formula with examples including London Design Week and London Fashion Week.

Earlier this year the launch of London Mountain Film Festival (due to take place at the Royal Geographical Society) was cancelled because of Covid. LMFF refunded customers for the physical
event, but swiftly saw an opportunity to shift its films online and hold a virtual festival.

“LMFF Virtual was great fun,” says Greg. “Over 15,000 people watched from all over the world and the feedback was over-whelming – we didn’t charge a fee and the public seemed to appreciate that – it was such a weird time, particularly for outdoorsy adventurous types, and I think we provided some much-needed escapism.”

LMFF Virtual has provided LMFF with a base from which to grow its London-based events and also provides a wider, global reach for the brand. London Mountain Week has the backing of the OIA (Outdoor Industries Association) and the BMC (British Mountaineering Council) who together will be encouraging the participation of London-based retail trade businesses and the capital’s large climbing community.