This week's roundup includes Target's paper flower wall at Beautycon L.A.; an X-shape LED fitness wall for Xponential Fitness at the Idea World Convention in San Diego; NBC's The Good Place neighborhood replica at Comic-Con International in San Diego; and Vita Coco's sparkling grapefruit-inspired bar at the brand's pop-up in New York.
For the annual fitness convention, Toast designed an 18-foot-tall, double-sided X-shape LED wall for fitness brand curator Xponential Fitness. The wall played live video demonstrations for fitness brands, including AKT, Rowhouse, Cycle Bar, Club Pilates, and StretchLab. The convention took place June 27 to July 1 at the San Diego Convention Center and Manchester Grand Hyatt.
Chef Aarón Sánchez hosted the second annual Tortilla Awards, presented by Tequila Cazadores, on July 24 at Park & Field in Chicago’s Logan Square. The event, which coincided with National Tequila Day, featured chalk art of Cazadores bottles. The event was produced by Team Enterprises.
The annual Comic-Con International took place July 19 to 22 at the San Diego Convention Center. To promote its dark comedy The Good Place, NBC recreated the show’s neighborhood in one of the network's biggest Comic-Con activations ever. The bright, colorful space evoked the show with pun-filled restaurant names, a giant shrimp carousel, and fun photo ops. NBC partnered with No Kid Hungry to donate 50 percent of sales of specific menu items.
At the convention’s Experience, brands such as Samsung, NBC, and Freeform hosted activations, including one for Marvel’s Cloak & Dagger. Participants recreated the scene where the main characters discover their powers for the first time, using bungee harnesses to create a shareable video.
As part of the coconut water brand’s “Bubbles With Benefits” marketing campaign, Vita Coco held its first experiential pop-up July 20 to 22 at a vacant space in SoHo in New York. The activation, which was produced by Invisible North, had four rooms, each inspired by the brand’s sparkling coconut water flavors and cans. The grapefruit room had a bar that served the cans and coconut water cartons, flanked by a neon sign of the campaign name. Additional decor included cans hanging from pink balloons.
Bulletproof, a food, drink, and supplement brand—best known for its “Fat for Fuel” movement highlighted by coffee made with grass-fed butter—opened its first pop-up at a vacant space in SoHo in July. The fitness-theme pop-up is holding weekly events, including yoga and guided meditation through August 2. Cartons of the brand’s cold brew coffee were used as decor to spell out “Upgraded.”
New York-based event designer Bronson van Wyck celebrated his 44th birthday with a Greek-theme party on July 7 in Mykonos, Greece. The event took place in the custom-built ruins of a Doric-style temple at an abandoned iron factory on a cliff overlooking the Aegean Sea.
The party's decor included Greek myth-inspired imagery such as fresco murals and tridents.
Beautycon Media’s annual festival took place July 14 and 15 at the Los Angeles Convention Center. The Better Skin Company had a memorable booth, featuring a psychedelic painted wall that evoked the brand's Mirakle Cream label. But there was a twist: Male models were painted to match the wall. Guests could pose with the models, creating a unique effect for photos.
Target Beauty used swings in its booth, which the brand tapped MKG to design. Oversize paper flowers in shades of orange, yellow, and red filled the area.
