Outdoor Event Ideas

In July, suddenly ubiquitous eyewear brand Warby Parker hosted a pop-up "bocce social" in Chicago's Wicker Park neighborhood. Open to everyone 21 years old and over, the activation included a grassy bocce court, live performances from DJ Dan Maloney and the Record Low, and wheelbarrows filled with Goose Island Beer and picnic snacks. Servers circulated the area holding trays of the brands' sunglasses for locals to test out, and there was also a pop-up shop on-site.

To launch its latest special edition art series label—and raise funds for Haiti—Ferllen Winery teamed up with the Amigos Near Foundation for an arty event in Miami in February. On the deck upstairs, mounted pieces from photographer Tomas Loewy floated on the turquoise water, giving the appearance of unusually decorative rafts.

As with all McCartney presentations, the models were encouraged to mingle and interact with guests. At the Monday event the models, clad in the resort 2013 collection, played games and chatted with guests. In terms of groupings, the gathering was more organic than seasons past, with models arranged together according to the patterns or colors of their garments.

With production handled by internal staff, Gilt City found inventive ways to integrate sponsor signage into the decor of its Hamptons House, painting logos on rocks and placing them in elegant photo frames.

At the front of the event site, where the pier connects to the Hudson River Park's waterfront walkway, the producers placed signage that was illuminated when it got dark.

Vodka brand Grey Goose inaugurated its new Blue Door event series in East Hampton the first week of August. The weeklong activation included three days of events for trade and business press, and three days of consumer-focused affairs. The latter, handled through Harrison & Shriftman, kicked off August 4 with a farm-to-table picnic catered by chef Cynthia Sestito.

The 2011 premiere party for WE TV's Braxton Family Values—a show about singer Toni Braxton—took place atop the London West Hollywood and featured a decidedly feminine look. To gussy up the central pool, florist C.J. Matsumoto covered foam spheres in bright pink flowers, then attached the arrangements to weights anchored to the bottom of the pool.

Brightly branded components littered the outdoor pool area and garden, including pillows, custom handheld fans, towels, and a carnival-style shooting range.

To kick off its summer-long partnership, eyewear brand Warby Parker hosted a summer pool party in June 2012 at the Standard in downtown Los Angeles. In addition to staffers pushing library-style book carts around the space as a way to get guests to try on the limited-edition shades, poolside tables also displayed the glasses alongside buckets of branded towels.

To integrate its event partner, Dolce & Gabbana's fragrance the One, the organizers looked to the fashion brand's Italian roots, creating two custom installations of vines and greenery that flanked the entrance to the house.

There was, of course, seating for the shows. The low-slung wooden chairs were customized with bright blue canvas backs emblazoned with the network's logo.

In March, Vogue Eyewear hosted an al fresco party at a private mansion in Los Angeles. In the backyard, beach balls and a gobo of the brand's logo decorated the pool, around which furniture groupings and lanterns hanging from trees created a summery feel.

In addition to a branded bar and keg area by the pool, sponsor Amstel Light also provided gaming equipment. In contrast, pomegranate juice brand Pom Wonderful co-hosted morning yoga sessions with Exhale Spa. Apparel brand Trovata provided dresses for the waitstaff and Bonobos hosted trunk shows.

Absolut Vodka launched its latest vodka in November 2012 at an ExtraExtra-produced event at the Standard Miami Beach. Self-sealing mylar balloons spelling out the brand name were clustered as a backdrop for a synchronized swimming performance by the Dolphinettes to music by DJ Mia Moretti.

The Zing vodka launch sprawled over the private Maloof residence.

The backyard barbecue also served as a preview for EMM Group's forthcoming restaurant, Lexington Brass, as well as Top Chef winner Hung Huynh's soon-to-open eatery, Catch. Both Huynh and Lexington Brass chef Franklin Becker were on hand to serve attendees.

The campus of the Capri has all sorts of event-friendly areas like this little Gatehouse. Everything is vividly color-blocked, and it's hard to go wrong, especially while it's new.

Rather than just provide theater-style seating for the screenings of the shows, USA Network created an experiential environment that encouraged visitors to linger on comfy sofas and in cabanas.

Perhaps the most raved-about component of the block party was a pool that producers built on the sidewalk. Model and brand ambassador Chanel Iman was on hand to interact with guests.

Naturally, the sportswear clothing company provided athletic activities for guests, including badminton.

A floating fountain and floral arrangements filled the pool.

In addition to new episodes from returning series like White Collar and Burn Notice, USA Network also took the opportunity to premiere two new original series during its promotion, Necessary Roughness and Suits.

Nintendo devoted almost half of Military Island to post-gaming lounging and recreation.

Organizers dealt with the rain at Tuesday evening's show atop the High Line by using the male cyclists to help cover guests as they moved from the street, across the open-air section of the park, and into the event in the covered Chelsea Market passage.

Among the visual concepts not directly inspired by the brand video were the topiary gates designed by MKG Productions.