This week's roundup includes basketball-hoop chandeliers at American Express's N.B.A. All-Star Weekend experience in Los Angeles, a cereal-theme photo op at Post's cereal playground in New York, Olympics-inspired desserts at Coca-Cola's Olympics event in Park City, Utah, and a pop-up tattoo parlor offering James Goldcrown heart tattoos at a hotel in New York.
To celebrate its new Post Dream Cereals flavors, the cereal brand hosted a playground in Vanderbilt Hall at Grand Central Terminal in New York on February 16. The activation featured a number of breakfast-theme photo stations, including a Nutter Butter photo op that had a 3-D effect. The activation was produced by Pierce.
Olympic sponsor Coca-Cola hosted an Olympic-theme event on February 8 at Stein Eriksen Lodge in Park City, Utah. The event, which was produced by Melt, featured a photo station that let attendees pose in an actual bobsled.
An Olympic-theme menu prepared by chef Zane Holmquist included mini desserts mimicking the Olympic rings. The desserts included New York cherry-glazed cheesecakes, blueberry and vanilla cream tarts, and chocolate and raspberry orange medallions.
From February 9 to February 25, the newly-opened Kellogg's NYC Café transformed into a cereal celebration of Team U.S.A. at the Olympic Winter Games with a red, white, and blue color scheme and Kellogg's limited-edition cereal box signage.
For Valentine’s Day, James Goldcrown—a muralist known for his Lovewall/Bleeding Hearts murals—celebrated the debut of his latest art installation at Dream Downtown in New York with a pop-up tattoo parlor. Tattoo artist Evan Kim (known as Evan Tattoo) gave attendees complimentary tattoos of a heart inspired by Goldcrown’s mural.
For N.B.A. All-Star Weekend in Los Angeles last weekend, American Express hosted a free consumer event on South Hope Street. The activation, which was produced by Momentum Worldwide, featured 18 crystal chandeliers crafted from basketball hoops. Design studio the Other Half used more than 9,000 crystals for the installation.
A golden vault tied into American Express’s long partnership with the Los Angeles Lakers. A 500-pound door led to a room with 500 safety deposit boxes and 30 gallons of gold paint. Lakers memorabilia was displayed, and iconic players such as Shaquille O’Neal posed for photo ops.
In the week leading up to All-Star Weekend, Under Armour created an immersive pop-up shop to showcase its new impact-absorbing technology. The activation on Hollywood Boulevard featured a 40-meter track where guests could try out the new footwear.
Ford hosted a “life hack conference” as part of its new EcoSport compact SUV launch on January 25 at the Altman Building in New York. At the entrance, guests stuck pegs into the labeled board that represented their goal for the year, including “Embrace Simplicity,” “Make Use of My Kitchen,” and “Learn a New Skill.”
Fashion photographer Atisha Paulson and Song Exploder's Hrishikesh Hirway showcased how they turned their passion projects into successful careers. Paulson offered tips on taking photos like a pro.
