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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.

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.

Diffa's four-day event ran alongside the Architectural Digest Home Show. Attendees entered the Diffa section of the trade show floor by walking through a tunnel of exposed lightbulbs that hung overhead.