The London Mountain Film Festival (LMFF) is broadening its horizons and reaching out to retailers, brands, sporting clubs, venues, community projects and any other organization that wants to host their own event as part of the city-wide London Mountain Week April 16-25, 2021. While LMFF will list and promote the events via a single website, the events themselves will be the property of their hosts and can be tailored to suit their venues and customers. LMFF hopes this is a way that the London outdoor community can bounce back, and it’s a proven formula with examples including London Design Week and London Fashion Week. Earlier this year, the launch of LMFF – due to take place at the Royal Geographical Society – was canceled because of the Covid-19 pandemic. LMFF refunded customers for the physical event, but swiftly saw an opportunity to shift its films online and hold a virtual festival. The London Mountain Week has the backing of the OIA (Outdoor Industries Association) and the BMC (British Mountaineering Council) who together will be encouraging the participation of London-based retail trade businesses and the capital’s large climbing community.