Live brand experience: X-men lounge recreated at Victoria Station

A recreation of one of the sets for the new X-men film has been set up at Victoria Station in order to provide a live brand experience for passing commuters.

Opened by actor Jason Flemyng, who plays Azazel, the first class lounge is all part of the marketing effort for the forthcoming film.

The pop-up lounge on the main concourse features 1960s replica chesterfield sofas where commuters can stop and play chess with a set similar to the one which appears in the film.

QR codes are hidden within the library, which potential customers can scan with their smartphones in order to access special previews.

As well as the opportunity to pose for photos with the characters Mystique and Azazel, visitors can also participate in mind-control workshops with expert, Marc Paul.

Andy Cording, from the MotivAction Group, said: "Other than product placement brand experiences are one of the most effective ways to bring the brand's personality alive and to allow consumers to use their product or see it in action."