As marketers continue to look for ways to create personalized and interactive experiences at events, letting guests graffiti walls and other surfaces remains a popular approach. At the Tuesday-night launch for its new La Gemme eyewear collection, Bulgari filled the lower-level lounge of SoHo's Ilori boutique with sketches from its designers and invited attendees like Kirsten Dunst, Fabiola Beracasa, Jessica Joffe, Mazdack Rassi, and Ally Hilfiger to scribble their own ideas on a large mirror with bright-colored markers. Two staffers, outfitted with cigarette girl-style trays, passed around the fluorescent pens—an array designed to match the colorful jewels that decorate the high-end sunglasses and optical frames—while DJ Justin Miller spun rousing tunes.
Upstairs, the luxury brand turned the small shop into what it called a neo-Renaissance garden by weaving live hedges, leafy foliage, and delicate blossoms around the glass displays and white walls.
