Latitude Festival mastermind Melvin Benn has dropped more tantalising hints about what music fans can expect from its 10th birthday.
The Suffolk festival, headlined by Lily Allen and Damon Albarn in July, has been rebranded with a new logo for its 2015 outing.
A new stage is set to be added to the site at Henham Park, near Southwold, with 'plenty' of acts already booked.
But Mr Benn stressed there would be no gimmicks to celebrate a decade of the festival, which began life in 2006 when Snow Patrol and Antony and the Johnsons headlined.
'Things are progressing really well,' he explained. 'I'm delighted with where we're at with everything in terms of planning.
'My key thing for the 10th birthday is I want to add at least one stage, or one new area, and I'm pretty sure I will be doing exactly that.'
Asked where the new stage or area would be located, he said: 'The intention would be for it to be on the campsite side of the lake, and not in or around the main arena areas.'
He has previously revealed that he may break with Latitude tradition by inviting a previous Latitude headliner back to play the festival for a second time.
But he said he was more interested in nurturing the festival than chasing a single main act.
'I didn't necessarily want to make it about one particular highlight of an artist coming, as that stands out as a one-off and Latitude isn't about one-offs,' said Mr Benn. 'It's about consistency of the amazing integration of music and art.
'To have a spike as it's the 10th birthday wouldn't be right. People have been coming for nine years and they want a spike every year.
'We want something with an element of permanence about it. That's really the focus and direction.
'I'm very excited about the discussions I've had.'
Asked about the 2015 line-up, he said: 'We have plenty already confirmed, but I'm choosing not to announce them at this point in time.'
He said he hoped to announce most of the line-up in March, rather than a 'staggered release' of names like the festival tried this year.
And explaining Latitude's rebrand, he said: 'We've become 10 years old and as you become 10 years older you start wanting new clothes.
'I just wanted to give it a slightly fresher, newer and more modern look.
'We're in this incredible location and we've rewritten the rule book about what a festival can be with Latitude. It's very much about trying to get a 10-year refresh.'
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