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In June, Samsung hit New York to launch its Galaxy SIII smartphone, hosting a late-night party to show off the device's features. The entrance to the event was a tunnel filled with voice recordings of frustrated smartphone users, designed to contrast with the setting inside.

The Paintbrush ball in Chicago celebrated Marwen's silver anniversary with ubiquitous pops of the metallic hue. Guests entered the dinner tent through a tunnel of silver balloons.

As guests entered New York's Metropolitan Museum through the Great Hall for the Costume Institute gala, they met a 24-foot-tall cynlinder covered in 40,000 roses from Colombia and Ecuador with a lip pattern inspired by Schiaparelli and Prada designs. A team of 150 staffers worked to prepare the floral decor.

During Coachella, a huge crowd packed into an airport hangar in Thermal, California, for the Armani Exchange and T-Mobile's Neon Carnival. Guests entered the space through a dramatic up-lit corridor.

Although Wednesday night also saw screenings at the AMC Empire and the AMC Loews Lincoln Square, the Clearview's Ziegfeld Cinema served as the site of the official premiere. Sony Pictures Entertainment and 15/40 Productions created the arrivals set up, using a black carpet with the movie's logo as the most striking visual.

Similar to last year's event, organizers created a large topiary depicting the MoMA and Cartier logos to serve as the backdrop in the arrivals area.

Guests arrived on a double-sided, logo-inset red carpet for the Amazing Spider-Man premiere.

At one entrance, attendees walked down a 51-foot glowing green tunnel, intended to symbolize the distance golfers gain when they use TaylorMade's new RocketBallz line of equipment.

Kevin Largent of Largent Studios designed and built a long silver tunnel for the sloped driveway that leads into the upstairs space at Drive In Studios.

At the Zing vodka launch, the press wall took the form of a hedge with 2,000 roses spelling out the brand's name.

At the reception desk facing the elevator, three "judges" scored guests as they arrived.

After much research, the event's organizers chose to create a striking topiary at the entrance to the garden, incorporating MoMa's logo alongside sponsor Cartier's into a simple backdrop for the arrivals area.

Dubbed "Paparazzi," the installation at the entrance of Performa's opening-night benefit put a swarm of 45 fake photographers on a red carpet.

Following the screening, guests headed upstairs to the open-air flight deck, where illuminated spheres and potted trees lined the pathway to the party space.

Vincent Drolet of Circo de Bakuza wanted to create a buffer zone between the real world and the event's surreal setting. At the entrance, guests walked through a curtain and were greeted with a projection of an eye that opened and closed. "We wanted to give them the feeling of walking into a cloud," said Drolet.