Boomtown Fair is like a sunflower that seeds itself and grows again each year in the same spot, impressing all who visit - although this hasn't always been the case.
Every year, the Matterley Estate in South Downs National Park near Winchester, Hampshire is home to Boomtown Fair - a British music festival that has been taking place since 2009. But only since 2011 has it been held at its current location.
Inspired by their childhood experiences at festivals, Chris Rutherford and Stephen Mitchell had a vision to create something more than just a music lineup. They wanted to give people an opportunity to enjoy an immersive experience that was full of atmosphere and where many genres that were usually overlooked were celebrated.
Thus was born Boomtown Fair, a festival with its own unique story.
On August 7, 2009, Boomtown Begins took place at Speech House Hotel in Coleford, Gloucestershire.
Subsequently, for chapter two of the festival adventure, it was moved to Stowe Landscape Gardens in Buckinghamshire.
For its third instalment and beyond, Matterley Estate in Winchester provided Boomtown with its home.
Each year, the festival is themed and expands on the storyline from the previous year, told through the sets, live actors and many forms of alternate reality games. Attendees are taken on an adventure through districts such as The Palace, Wild West, Circus and Forest - all creating a unique atmosphere for everyone to explore.
Alongside these immersive locations, there's also an array of stages playing a wide array of music from electronica to reggae to hip hop. In addition to the music, the festival also features a variety of other activities, such as circus workshops, street theatre, comedy shows, and a silent disco. There is also a large market selling food, clothing, and other wares.
It is one of the most popular music festivals in the UK, and has been praised for its creativity, atmosphere, and attention to detail.
Boomtown has grown in popularity since its introduction and now attracts more than 60,000 people each year.
Many of the festival-goers get into the party atmosphere by dressing up in weird and wonderful outfits - such as those pictured in the gallery above.
William Shakespeare wrote: “All the world's a stage, and all the men and women merely players.” With Boomtown Fair and its ever-expanding storyline - that couldn't be further from the truth.
And for five days from today, thousands more are set to write the next chapter.
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