Latitude in Suffolk was a case in point.

Along with the now-obligatory stages for comedy, theatre and literary readings there was a cabaret tent, a stand-up poetry section, sculpture workshops, a cinema, all-night discos in the woods and a shopping area where you could buy nearly-not-tacky jewellery and almost-nice tee-shirts, At Oxegen there is a funfair, at Electric Picnic an inflatable church (I know a couple planning the first leg of their wedding there this summer) and at the Big Chill a kiddies rave. And that's not even mentioning the beauty element yet.

At The Garden Party and Love Box, the creatives at BT2 already made in-roads onto this newly emerging scene, with the launch this summer of pop-up store 'POP' selling designer tees, cute dresses, retro sunglasses and funky shorts by brands including Funky Urban, Olga De Polga, Tinseltown, Amplified and Triple Five Soul.

"If new products can come and go, why can't the stores that display them do the same?"

says Karen Higgins, womenswear buyer for BT2. "We know our customers love their music and what better way to tease them than with our latest buys at their favourite hang-out?"

Their involvement at next week's Electric Picnic has gone into overdrive with two new additions to the scene in the form of 'Boudoir BT2' and chill-out cafe, 'The BT2 Sitting Room'. "Boudoir BT2 is designed to have Electric Picnic goers fit to rock, fooling fellow festival folk they have just fallen out of their tents looking naturally good, " says Annelie McCaffrey, in-house stylist at Brown Thomas. 'The best bit is it's all free.

Both the salon and the cafe will be located in the Boutique Village (where all the teepeed-up VIPs and band members hang out) and Boudoir BT2 will showcase makeup house Mac and NYC beauty brand Bliss.

Advance bookings are advisable so email info@bt2. ie or call 087 205 1810.

For more details see www. bt2. ie.