Event Coverage Archive

Why This One-Stage Music Festival Cost $100 Million

The inaugural Desert Trip—held over two weekends in October in Indio, California—was reportedly the highest-costing (and highest-grossing) music festival of the year.

Event Snapshot Posted yesterday

See How—and Why—Dreamforce Embraced an Outdoorsy Vibe

Salesforce translated the look and feel of its online learning platform, Trailhead, into the theme for its massive four-day conference.

Event Report Posted yesterday

See Inside a Lifestyle Brand’s Luxury Townhouse Takeover

The online shopping brand Gilt brought its fall campaign to life with a nine-day event series inspired by its various lifestyle offerings.

Event Report Posted 2 days ago

How This Festival Combined Shakespeare and Virtual Reality

The Future of Storytelling Festival brought together cutting-edge creators of immersive storytelling, both digital and analog.

Event Report Posted 2 days ago

How the III Points Festival Survived Hurricane Matthew

Miami's fourth annual III Points Music, Art & Technology Festival overcame the challenges of taking place during hurricane weather without having to cancel any day of the event.

Event Report Posted 3 days ago

Video Game Launches With Risqué Promotion Aimed at Caffeine Fans

A Mafia III launch event in London spiked consumers' coffee with a potion served from bullet casings.

Event Snapshot Posted 4 days ago

How LG's See-Through Structure Invited Consumers to Try New Products

LG invited consumers to experience its new Signature brand products inside a four-sided pop-up gallery in New York that was designed to appear transparent from the outside.

Event Snapshot Posted 4 days ago

How This Benefit Made Going to School Cool

MoMA PS1’s inaugural fall benefit featured an artistic, subversive twist on the high school theme, with installations, performances, and more.

Event Report Posted 7 days ago

How a New Music Festival Stood Out in a Crowded New York City Market

The inaugural Meadows Music & Arts Festival drew 85,000 people as a fall-season follow-up to the Governors Ball.

Event Report Posted 8 days ago

Charity Luncheon Spells Out Event Message (Literally) on Tabletops

Revlon's annual philanthropic luncheon incorporated a "love" theme in graphic red and white centerpieces.

Event Snapshot Posted 9 days ago

New York Film Fest Offers High-Tech Programming—for Free

The New York Film Festival's Convergence program had visual presentations with technology-immersive features, such as virtual reality and augmented reality, that were free and open to the public.

Event Report Posted October 10, 2016, 7:30 AM EDT

Inside HBO's Futuristic Western 'Westworld' Premiere

Projections, costumes, and set pieces brought the wild world of the new series to life for 1,000 party guests in Hollywood.

Event Report Posted October 10, 2016, 7:30 AM EDT

Why Coffee Shops Across North America Received a 'Gilmore Girls' Makeover

Coffee shops in the United States and Canada were transformed into Luke's Diner from Gilmore Girls to celebrate the shows 16th anniversary and its upcoming Netflix reboot.

Event Snapshot Posted October 10, 2016, 7:15 AM EDT

17 Ways Brands Engaged Music Fans at Austin City Limits

State Farm, Lowe's, Honda, and other brands focused on guest comfort at the 15th edition of the music festival.

Event Report Posted October 10, 2016, 7:00 AM EDT

See an Inspired Tabletop Design That Used 80 Dozen Eggs

A dinner for Culture Lab Detroit included a creative egg-decorated table design from David Stark.

Event Snapshot Posted October 7, 2016, 7:15 AM EDT

Inside the White House's Inaugural South by South Lawn Festival

Inspired by South by Southwest, the White House's festival of ideas, arts, and action brought 2,000 guests to the South Lawn.

Event Report Posted October 6, 2016, 7:45 AM EDT

How Brands Engaged Fans During the World Cup of Hockey

The third edition of the tournament saw brands like Scotiabank, Molson, Samsung, and Adidas cater to hockey fans with product integration activations, hockey-theme lounges, and family-friendly activities inspired by the winter sport.

Event Report Posted October 6, 2016, 7:30 AM EDT

Why Microsoft Took Conference Guests Camping

Bungee jumping, archery, and tug-of-war were some of the activities offered at the huge outdoor closing party for Microsoft Ignite.

Event Report Posted October 6, 2016, 7:15 AM EDT

Why Jack Daniel's Hauled a Half-Ton Safe to New York

The whiskey brand recreated its hometown of Lynchburg with Southern fare, live music, and a quirky artifact—the safe that “killed” Jack Daniel himself.

Event Report Posted October 5, 2016, 7:30 AM EDT

How the ‘Masterminds’ Premiere Used Three Different Plot Points to Create One Colorful Party

Relativity's new picture debuted with a party where nautical, Mexican, and money-related themes greeted guests.

Event Report Posted October 5, 2016, 7:15 AM EDT

How a Televised Benefit Created a Buzzy—and Organized—Backstage Environment

Stand Up to Cancer engaged celebrities to amplify event messages from an area known as the Hub.

Event Snapshot Posted October 3, 2016, 7:15 AM EDT

Why a Whiskey Brand Celebrated Its Anniversary With a Scotch Egg Pop-Up

Dewar's celebrated its 125th anniversary in the U.S. by hosting a Scotch egg-theme pop-up experience for consumers.

Event Report Posted October 3, 2016, 7:00 AM EDT

Why Creepy Twins Popped Up at London Tourist Spots

The masked twins were part of a stunt to promote Tim Burton's fantasy film Miss Peregrine's Home for Peculiar Children.

Event Snapshot Posted September 29, 2016, 7:00 AM EDT

Why This Dinner Party Was Held in a Creek

The Bacon & Lox Society organized an event that included fly fishing lessons, a sing-along, floral installations—and no shoes.

Event Report Posted September 28, 2016, 7:15 AM EDT

In Wake of Pulse Shooting, Gala Strikes Balance Between Somber and Celebratory

The Headdress Ball honored victims of the tragedy while also maintaining some of the razzle-dazzle it is known for.

Event Report Posted September 27, 2016, 7:00 AM EDT

The Top 100 Events 2016

The most influential and interesting live experiences in the United States and Canada.

Event Report Posted September 27, 2016, 1:30 AM EDT

Top 100 Events in Canada 2016

The annual award shows, benefits, and other gatherings in Canada that set the standard for the event industry.

Top 100 Posted September 27, 2016, 1:15 AM EDT

Top 100 Events in the United States 2016

The annual award shows, benefits, and other gatherings in the U.S. that set the standard for the event industry.

Top 100 Posted September 27, 2016, 1:00 AM EDT

See How Marriott Is Inviting Consumers to Defy Gravity

Marriott Hotels created an inverted guest-room replica to showcase its new design and provide a unique photo op for hotel guests.

Event Snapshot Posted September 26, 2016, 7:30 AM EDT

Why This Party Mixed Cocktails and Clocks

The multi-city launch of "On Dobel Time," a partnership between Maestro Dobel Tequila and Hodinkee, was celebrated with a party at the Temple House in Miami.

Event Snapshot Posted September 23, 2016, 7:15 AM EDT

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