HBO partnered with Team Epiphany to host "Views From the Block," a weekend-long photo gallery experience from September 29 to October 2 at the High Line in New York to celebrate the premiere of the cable channel's documentary Class Divide. The event displayed artful photography taken by young residents of the west Chelsea neighborhood that the documentary focuses on. The event had a branded wall and photo backdrop that featured documentary footage, and crisscrossed mirrors that reflected guests and gallery photos.
Cycle for Survival, a cycling movement aimed at beating rare cancers, hosted its fourth annual Times Square Takeover on September 30. Sponsored by Smartwater, the all-day event was hosted by instructors from Equinox and offered participants branded shirts and orange cheer swag during the seven high-energy rides.
The third edition of the World Cup of Hockey took place September 17 to 29 in Toronto. To celebrate the tournament, Adidas hosted an offshoot V.I.P. lounge for hockey players, influencers, and media at the Andrew Richards Designs building. The lounge invited guests to customize their gifted Adidas Z.N.E. hood with embroidery and patches by Peace and Cotto, which featured a selection of emoji and Canadian symbols.
Tech conference Microsoft Ignite took place September 26 to 30 in Atlanta. "Camp Microsoft Ignite," the summer camp-theme final night of the conference, took place in Centennial Olympic Park and offered a waffle cone s'mores station. The event was produced in partnership with Destination South.
To celebrate the 150th anniversary of its distillery, Jack Daniel's launched a pop-up experience in New York's Flatiron district from September 18 to 24. Inspired by the brand's hometown of Lynchburg, the pop-up had a barber salon that offered free haircuts and mustache combing for men and retro hairstyles for women.
Guests could customize their own barrels at the white oak barrel-making station. Mirrorball produced the pop-up.
Relativity's new film Masterminds had its premiere party on September 26 at TCL Chinese Theatre in Los Angeles. Produced and designed by YourBash, the event showcased a candy buffet with a Loomis Fargo sign that nodded to the film's bank-robbery theme.
Inspired by the last scene in the film, the event also had an ocean theme that included decor such as a dolphin ice sculpture.
To celebrate the 125th anniversary of its arrival in the United States, Scottish whiskey brand Dewar's hosted a scotch egg-theme pop-up from September 21 to 22 at an event space in New York's Chinatown neighborhood. The event featured a scotch egg cook-off, in which variations of the Scottish bar food were served to guests in branded egg cartons.
One activity set up for attendees was chicken bingo. Throughout the night, brand ambassadors handed guests numbers and announced when the games would take place. Mechanical toy chickens would then lay a toy egg on a number.
