This week's roundup includes a paw-print couch at the Humane Society of the United States' gala in New York; Amazon Fire TV's pop-up experience in Los Angeles; a giant Mickey Mouse cake to celebrate a new Hudson's Bay-Disney line in Toronto; and unicorns for guests to pose with at Beautycon's first pop-up in Los Angeles.
One of Beautycon's pillars is welcoming all "unicorns," a.k.a., all people regardless of race, gender, age, sexuality, and other differences. Naturally, one area allows guests to pose with fabricated unicorns.
Amazon Fire TV held a public activation from November 20 to 25 at the Atrium at Westfield Century City in Los Angeles. The family-friendly activation featured live product demos, lawn games, a gift-wrapping station, and a theater streaming shows that can be watched on Fire TV. NVE Experience Agency produced the activation.
The pop-up also featured an experience inspired by the NBC comedy The Good Place. As a nod to the series, guests were given an “Ethics 101” lesson supported by Fire TV and Alexa.Â
Hudson’s Bay in Toronto celebrated the launch of its new Disney collection and Mickey Mouse’s 90th birthday on November 20. The event featured a massive cake in the character’s signature colors. The cake was decorated with real Mickey Mouse cupcakes. Bobbette and Belle created the cakes.
The bi-coastal beauty convention opened its first pop-up version on November 16 at the Beverly Center that runs through the end of the year. Cosmetics brand Laneige's purple space has a life-size portion of a plane; guests can take photo ops standing on the wing or sitting in airline seats.Â
On November 9, the Humane Society of the United States hosted its annual gala at Cipriani 42nd Street in New York. At the entrance, event planning and production firm Eventique created a three-room photo vignette for guests to pose with rescue dogs that had been part of a Humane Society campaign. The rooms were based on each dog's social-media personality, such as a couch-loving pitbull named Chase (@sometimescarl) whose setup included a giant paw-print couch and bone decor.
Saumsung hosted a pop-up pet park in New York’s Greenwich Village on November 17. The event, which was produced by BMF Media, featured a black-and-white illustrated wall mural that included 3-D objects such as a dog leash and a backpack equipped with the brand’s tracker device.Â
The 24th edition of the fund-raising gala took place November 3. Produced by Deco Productions, the event had a Summer of Love theme, highlighted by event areas including a white check-in tent decorated with gold peace signs.
Daily Harvest, a direct-to-consumer brand that delivers organic, plant-based meals, hosted a pop-up inspired by a retro gas station November 14 to 18 in New York’s SoHo neighborhood. The brand’s first-ever offline activation, which was produced by the Gathery, served smoothies from “gas pumps.”Â
An avocado slice called “the 'Cado Car” served as a twist on the nostalgic kiddie rides often found outside gas stations.Â
