Set against the backdrop of Kensington Gardens, the Serpentine Summer Party has long been regarded as one of the world’s most influential cultural gatherings. Hosted annually by the Serpentine, the invitation-only fundraiser champions the institution’s year-round programme of exhibitions, public commissions, educational initiatives, and artistic experimentation. Over the years, it has become a magnet for global taste makers, bringing together leading voices from art, fashion, architecture, design, film, music, business, and philanthropy.

This year’s edition will be co-hosted by acclaimed cultural icons Salma Hayek Pinault, Alfonso Cuarón and Alejandro González Iñárritu, bringing together an extraordinary international guest list of artists, actors, designers, architects, collectors, entrepreneurs and cultural tastemakers.

The 2026 edition is particularly significant as it coincides with the unveiling of the 25th Serpentine Pavilion, one of the world’s most prestigious architectural commissions. Designed by Mexico City-based LANZA Atelier, led by architects Isabel Abascal and Alessandro Arienzo, this year’s pavilion reimagines Britain’s historic serpentine brick walls through a contemporary architectural lens, creating a sculptural gathering space dedicated to dialogue, creativity and public engagement.

Among this year’s international guests will be Varun Jain Founder and CEO of Smoke Lab Vodka and Sanya Jain, Co-Founder, Smoke Lab Vodka and Creative Director, Smoke Lab Wear, second-generation entrepreneurs of NV Group, one of India’s largest integrated Alcobeverage companies with over three decades of industry expertise. More than a brand milestone, the moment signals a broader shift in global luxury – one where Indian entrepreneurs are setting new benchmarks for authenticity, creativity, and world-class craftsmanship.

As the Exclusive Vodka Partner, throughout the evening, Smoke Lab will be the only vodka represented across the event’s cocktail programme, introducing guests to a contemporary expression of Indian flavours through a curated signature cocktail called Spicy Raw Mango Sour, crafted exclusively with Smoke Lab Green Chilli Mango. Smoke Lab Classic and Smoke Lab Saffron will also be showcased throughout the evening, highlighting the brand’s distinctive portfolio and contemporary interpretation of India’s rich ingredient heritage.

Commenting on the partnership, Varun Jain, Founder and CEO, Smoke Lab Vodka said, “The Serpentine Summer Party sits at the intersection of culture, creativity and global influence, making it a natural fit for Smoke Lab. For us, this is far more than a partnership—it is an opportunity to showcase a contemporary Indian luxury brand on one of the world’s most respected cultural platforms. As we make our UK debut, we are proud to represent a new generation of Indian spirits that can confidently stand alongside the finest brands anywhere in the world.”

Sanya Jain, Co-Founder, Smoke Lab Vodka and Creative Director, Smoke Lab Wear added, “Today’s consumers are increasingly drawn to brands with authenticity, originality and a strong point of view. Smoke Lab was created to offer a fresh expression of India – one that is design-led, culturally relevant and globally resonant. Being part of the Serpentine Summer Party allows us to engage with an international community that values creativity, craftsmanship and discovery, while introducing Smoke Lab to the UK through one of the world’s most influential cultural gatherings.”

As Smoke Lab continues to expand across key international markets, its association with the Serpentine Summer Party marks a significant chapter in the brand’s journey – from the Himalayan foothills to one of the world’s most celebrated cultural stages. More than a milestone for the brand, it signals a new era in which Indian brands are not just participating in global luxury, but helping shape its future.

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