Michele Laufik


Brands & Event Pros
Industry Innovators 2024: Formula 1
It’s become a global sporting phenomenon thanks to market expansion and year-round experiences for racing fans.
June 24, 2024
The Formula 1 Exhibition features six curated rooms that explore the past, present, and future of the sport.
Brands & Event Pros
Industry Innovators 2024: DoorDash
The delivery and takeout platform has taken its experiential game to the next level with inventive activations tied to major events and festivals.
June 24, 2024
At this year's NBA All-Star Weekend, DoorDash activated at the fan experience known as the NBA Crossover for the first time. The concept, called “The Corner 3,” was an NBA-themed bodega and experience featuring memorabilia, historic photos, and custom artwork. Fans had the chance to test their knowledge at trivia to receive prizes, and DashPass members were able to enter a sweepstakes with premium prizing.
Brands & Event Pros
Industry Innovators 2024: Disney
The company’s wide network of brands, including Hulu, ESPN, National Geographic, and FX, has built a menagerie of immersive experiences for fans and viewers.
June 24, 2024
In the Hulu series, actor Ben Glenroy is murdered before starring in the Death Rattle play on Broadway. The cast and crew of the show are the prime suspects and are being investigated by Glenroy’s three friends and neighbors. At the pop-up, guests were able to gather clues and form ideas about whodunnit.
Brands & Event Pros
Industry Innovators 2024: American Express
The financial services company continues to cater to its card members and prospective consumers with unique experiences at a range of events across sectors.
June 24, 2024
In May, Amex brought to life its partnership with F1 ACADEMY with a card member-exclusive kickoff event during Miami Race Week.
Brands & Event Pros
Industry Innovators 2024: Reddit
The platform’s conversations come to life through immersive experiences aimed at marketers and advertisers.
June 24, 2024
At this year's SXSW, Reddit took over South Austin restaurant Two Hands. Along with programming, the space served food and drinks that were recommended by fellow Redditors.
Brands & Event Pros
Industry Innovators 2024: Sports Illustrated
The media brand has entered the experience space in a big way and has plans to expand even further.
June 24, 2024
This year's SI The Party featured performances from Kygo and The Chainsmokers, along with a special appearance by Captain Morgan partners Bebe Rexha and NFL legend Victor Cruz.
Brands & Event Pros
Industry Innovators 2024: BĂ©is
The luggage company aims to raise brand awareness and build loyalty through its playful experiences.
June 24, 2024
In February, the brand hosted a two-day “Béis Wash” pop-up in West Hollywood.
Experiential Marketing, Activations & Sponsorships
Pride Month 2024: A Look at Events Celebrating the LGBTQIA+ Community Around the U.S.
Find out what you might have missed during this monthlong series of events and what’s still to come.
June 19, 2024
Drag Queen Story Time
Experiential Marketing, Activations & Sponsorships
Why Tribeca Fest Organizers Expanded One of Its Signature Events
Find out why brand storytelling got a bigger stage at this year's event. Plus, see other events and activations from the annual festival.
June 17, 2024
Tribeca X
Experiential Marketing, Activations & Sponsorships
Why Is This Outdoor Footwear Brand Hosting a Wedding?
Chaco is traveling around the U.S. this summer, celebrating its 35th birthday with sandal customization and repair—and its first-ever wedding ceremony.
June 12, 2024
Like previous years, outdoor footwear brand Chaco has hit the road with its vintage school bus.
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Top Stories
BET's 45th anniversary dinner was held on June 7 at the Beverly Wilshire.
Event Design & Decor
How BET’s Stylish Anniversary Dinner Honored the Past—and Embraced the Future
A rich color palette, archival footage, and a carefully curated performance lineup brought legacy and innovation together for this 480-guest celebration of BET’s 45th year.
During the experience, guests traveled from the red clay fields of Jalisco to the heart of a modern Mexican celebration.
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
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Industry Insiders
Inside the Build: How Bellagio Fountain Club Delivers F1® Weekend’s Most Luxurious Hospitality Experience
The 'Mainstays Mujeres' event, which drew 32 Latina content creators, transformed a private residence in Venice, Calif. on May 30.
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
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Trends
What's New in Meetings and Trade Shows: MPI WEC Heads to St. Louis, New Trends Report Shows Corporate Events on the Rise, and More
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Authors
Amy Gordon
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Carolyn Grisold
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Cassie Brown
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additional reporting by Kelly Lo
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Kelly Lo
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with additonal reporting by Nadia Chaudhury
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Experiential Marketing, Activations & Sponsorships
Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
Strategy
How U.S. Event Planners Can Navigate Global Attendance Challenges
Experiential Marketing, Activations & Sponsorships
This Event Turned Home Decor Into a Celebration of Latinas' Life Moments
Experiential Marketing, Activations & Sponsorships
See Inside This High-Tech, Multisensory Experience from Don Julio
Meetings
C2 Montreal 2025: How the Business Conference Puts Creativity in 'Motion'
Sports
Why Golf Is Suddenly the Coolest Brand Platform Around
Authors
Amanda Scriver
Authors
Nancy Carr
Authors
Haley Holton
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Alex Frias
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Jenna Berris
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Amy Carniol
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