This week's roundup includes a multicolor swim tank in New York, bloody Scream Queens centerpieces in Los Angeles, smile-triggered photo booths in Canada, and bike-peddling bartenders in New York.
The Los Angeles premiere of the new Fox horror-comedy Scream Queens took place September 21 at the Wilshire Ebell Theatre. The event decor was inspired by scenes and characters from the show, and bloody knives were placed inside table centerpieces.
French cognac brand Martell celebrated its 300th anniversary on an unoccupied floor of One World Trade Center September 16. A wall of greenery bore the message “tweet to enter” in front of a private room. Select guests who tweeted using the #Martell300 hashtag were granted entry.
Epson celebrated the launch of its new EcoTank printer by partnering with Ideko Productions to create a 17,000-gallon transparent swim tank in Times Square for its "Swimming in Ink" event September 24. Members of the U.S. National Synchronized Swimming Team gave hourly performances for passersby in the tank, which had bottom and rear panels designed with ink-cartridge-inspired colors of cyan, magenta, and yellow, to provide the illusion the swimmers were performing in ink.
For New York Fashion Week: The Shows, Givenchy held a one-off show at Pier 26 in TriBeCa on September 11 as a powerful tribute to New York City. A multisensory experience orchestrated by artist Marina Abramovic greeted guests at sundown. The wooden and scrap metal set was constructed solely of recycled materials with performance artists suspended on platforms against the skyline, as was a monk, whose live chanting set the preshow mood.
Air Miles, a Canadian loyalty card program, launched its Smile Booths in May. Created by Wondermakr and experiential agency TrojanOne, the booths provide a new twist on the photo booth and vending machine: It only takes a photo when the person in front of it is smiling and holding up an Air Miles card. After taking a photo, the machine dispenses gifts including headphones, concert tickets, and bonus miles.
Paul Frank Industries aimed to engage parents and children with its circus-theme show September 10 for New York Fashion Week. The runway set had circus tent silhouettes and bold black-and-white stripes.
From September 24 to 26, alcohol delivery service Minibar and St. Germain liqueur teamed up to provide companies and residents in Manhattan and Brooklyn with "biketenders." Those who requested the service on the Minibar website or app were greeted by local mixologists peddling on custom-built, vintage-style bicycles who prepared carafes of St. Germain's signature cocktails for $33.
The groundbreaking of the new Virgin Hotels New York City, slated to open in 2018, took place September 25 at its future location between 29th and 30th Streets in the NoMad neighborhood. Attendees at the ceremony included members of project partner Lam Group, Virgin Hotels C.E.O. Raul Leal, and Virgin Group founder Richard Branson, pictured with a time capsule that was buried with mementos from significant Virgin moments that have happened in New York.
The fifth annual Streamy Awards, which honor online video content and its creators, took place September 17 at the Hollywood Palladium in Los Angeles. Fullscreen partnered with Caravents to host an after-party at the W Hollywood, where guests could discover and share decorative objects—including owls—that were meant to conjure emoji in real life.
NBC partnered with LeadDog Marketing Group to produce interactive fan experiences to promote new fall shows. The activation for new crime-mystery drama Blindspot, which came to Times Square September 19 and 20, featured an on-site tattoo bar. Visitors were able to get temporary half-sleeves inspired by the show.
