Just as these seven photos sum up, Creamfields is a big deal when it comes to dance music. Since the 90s, the brand has been at the forefront of the UK's clubbing culture, firstly showcasing global and underground DJs in its Liverpool venue, and later at its flagship music festival.
And as anyone who attended Creamfields 2016 will have noticed, there was a brand new stage looming large: The Steel Yard. A 10,000 capacity, 20m high yard structure, designed and created exclusively for Creamfields, The Steel Yard arena is currently the largest of its kind in Europe.
Revolutionising the event experience for electronic music fans, Creamfields have decided to take its latest addition on the road, firstly to Liverpool last November and now to London's Victoria Park this May for a weekend festival headlined by house veteran Eric Prydz and one of dance music's foremost duos, Axwell ^ Ingrosso.
Joining the pair for their first London show since 2015 will be Don Diablo, Martin Solveig, Third Party and a special guest DJ set from Faithless.
On being asked to play, Axwell said: "It’s very hard to find big venues in the UK with no seats, so when we got asked to do this, it was a yes straight away."
The DJs made their name as part of Swedish House Mafia alongside Steve Angello, with the trio collaborating on hits with the likes of Tinie Tempah, Pharrell Williams and John Martin. In that time they've also amassed over 300 million streams, and have performed at festivals around the world, including Tomorrowland, Ultra and EDC.
And by teaming up with a brand known for doing things their own way, this May's Steel Yard festival looks set to be another one-of-a-kind Cream event. Expect lights, lasers and immersive production... and lots of it.