Activaciones

To launch the new Carrera 6000 eyewear collection this June, Solstice Sunglasses built a dome in New York's meatpacking district. Inside the air-conditioned tent, guests could see what the new shades looked like on them by posing for photos that were used to create mini flipbooks.

To celebrate summer solstice this year, Sunglass Hut hosted a block party on Perry Street in downtown New York. As a fun way to promote sunglasses, the brand brought out performance artist Joey Arias who sported a skirt-like shelving structure to display the products.

The Web site for group discounts hosted a ticketed, weekend-long activation in Chicago from July 6-8. Guests checked in at the downtown Swissotel, which served as camp headquarters and had thematic decor from Kehoe Designs, and spent the weekend participating in activities ranging from skydiving to cupcake baking and watching The Blues Brothers on Wrigley Field. Groupon tapped Paulette Wolf Events and Entertainment Inc. to help manage the event.

There was a vintage ice cream party feel to Washingtonian magazine's AT&T's Best of Washington party Wednesday at the National Building Museum. One modern touch was an oversize iPad that featured live tweets about the event.