giffgaff created a ‘keep your cool zone’ at Boxpark Shoreditch, in response to research that revealed 45% of Brits say hot weather leaves them feeling uncomfortable and overheated, and nearly a quarter (23 per cent) struggle to concentrate when the mercury rises. The converted milk float featured cooling mist, and shaded seating areas with powerful fans were set up to help fans keep their cool as both the temperature and the pressure soared ahead of the England v Norway game.