The Bud Light House of Whatever, a new Super Bowl weekend activation, took over a downtown Phoenix hotel and played off the brand's marketing tagline: "The Perfect Beer for Whatever Happens." Produced by Mosaic, the experience ran from January 30 to February 1, and organizers aimed to treat guests to "Up for Whatever," or unpredictable, experiences such as a "Super Fry." In the activity, characters dressed up as superheroes served guests various deep-fried dishes.
At ESPN's Super Bowl party, sponsors' names—including Coors Light, Curve Sport, and Omnia Nightclub by Hakkasan Group—appeared on a desert-inspired step-and-repeat that had a sandy tan carpet in lieu of a red one. The look was inspired by the party's location in Phoenix. Lauren Robinson, ESPN's associate director of sport management, worked with 11-time event producer Tony Schubert of Event Eleven to produce and design the event.
Rolling Stone hosted Rolling Stone Live on January 31 at the Venue Scottsdale. Toast, Bookem Danno, and Talent Resources Sports produced the music magazine's Super Bowl event. Miller Lite was a sponsor, and 24-ounce cans of the product formed an eight-foot decorative wall at the entrance to the venue. As guests entered, brand ambassadors wearing biker-inspired costumes handed them a can.
It took six months to make the 300 mechanical flowers that decorated the Chanel set in Paris on January 27. Each flower had its own "engine" and burst into full technicolor bloom after a model at the show's start applied a theatrical "splash" from a CC-branded watering can.
More than 700 guests at the Sundance Film Festival took a virtual hike through the Italian Dolomites mountain range as part of Merrell’s “TrailScape” activation to promote a new hiking boot. In the product display area, a sculptural goat head made from Merrell's Capra hiking boots was a popular photo backdrop.
Under its subdivision Jewell To Go, Chicago's Jewell Events Catering supplies an Asian-inspired alternative to more traditional box lunches. The company's sleek bento boxes hold items such as salmon over a seasonal grain salad, grilled asparagus spears, sesame noodle salad, and fresh fruit tartlets.
At the January 17 fashion show in Milan, massive mounds of earth surrounded a live deciduous forest, with a soundtrack of birdcalls and rolling thunder playing overhead that further accentuated the show's eco slant.
The Washington Business Journal hosted its Book of Lists party at the National Building Museum on January 29. Elevating food to art, Ridgewells created over-the-top food displays encased in glass. One food display held a tower of all-white candies and white-chocolate-covered treats.
Looking for ideas for an eye-catching press wall? Pandora hosted its first "Hearts of Today” honoree luncheon at the Montage Beverly Hills in November, where a decorative wall had logos framed in purple roses set against lush hedging.
Ideal for eco-friendly, sustainable businesses, ForeverFiances' thank-you notes are made from recycled paper that's embedded with wildflower or garden herb seeds. Recipients can plant the customizable cards and watch them grow. Pricing starts at $133.30 for 30 cards (blank envelopes included).
