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articles

June 19, 2013
According to the study, the opportunity for consumers to test products or see a demonstration at an event is a key factor in their decision to purchase.
According to the study, the opportunity for consumers to test products or see a demonstration at an event is a key factor in their decision to purchase.
Photo: Bryan Bedder/WireImage
Photo booths, like the one used at the February Billboard relaunch party in New York, that encourage guests to share moments from an event to social networks can help boost R.O.I.
Photo booths, like the one used at the February Billboard relaunch party in New York, that encourage guests to share moments from an event to social networks can help boost R.O.I.
Photo: Courtesy of Track Marketing Group
A 3-D printer made tiny figurines of guests at the Omote 3D pop-up.
A 3-D printer made tiny figurines of guests at the Omote 3D pop-up.
Photo: Courtesy of Party
A lounge area at the Oracle Oracle CX Cloud Conference facilitated interaction and networking in a convivial atmosphere, making the most of attendees' face-to-face opportunities at the event.
A lounge area at the Oracle Oracle CX Cloud Conference facilitated interaction and networking in a convivial atmosphere, making the most of attendees' face-to-face opportunities at the event.
Photo: Alesandra Dubin/BizBash
Jukely Unlimited
Jukely Unlimited

Jukely Unlimited describes itself as the "Netflix of concerts." For $25 per month, users can attend one free show per day in their area. The system, accessible on the Web and via a mobile app, currently includes listings in New York, Los Angeles, San Francisco, Austin, Texas, Miami, Chicago, Seattle, and Toronto, with plans for more cities in the coming months. Users can sync their music libraries with the app so it can recommend concerts based on individual tastes; over time it also recommends concerts similar to ones the user has attended. The app also shows friends who are going to a show and allows users to earn points toward free concert tickets by inviting friends to events.

Photo: Courtesy of Jukely Unlimited
YPlan
YPlan

YPlan calls itself the “spontaneous going out app.” The app, currently offering listings in London, New York, and San Francisco, unveiled several new features in March. A curated list of recommended events is grouped in categories, for example date-night suggestions. Users can also search for specific venues or event types by location, category, or keyword. The app is also now integrated with maps, so users can see what’s happening in real time in specific locations, and new filter options allow users to refine selections by date and price.

Photo: Courtesy of YPlan
Events.com
Events.com

Events.com is a new cloud-based mobile app that launched in February. Users can search for events, purchase tickets, and share events on their social networks. The system also displays Twitter and Facebook posts about the event and a map of the event location.

Photo: Courtesy of Events.com
Eventjoy
Eventjoy

Eventjoy is an event management platform now owned by Ticketmaster that allows users to find events and buy tickets through the app. In January the app added new features, including the ability to chat with event organizers and view a live stream of social buzz around the event from Twitter and Instagram. Each listing in the app can include things such as maps, venue photos, and profiles of speakers, sponsors, and exhibitors. Users can also find out which of their friends are going and send personal invitations to those who are not.

Photo: Courtesy of Eventjoy
Fever
Fever

Fever launched in 2013 and is currently live in New York and Madrid, Valencia, and Barcelona in Spain, with London launching soon. The app creates a personalized list of things to do based on the user's interests and the friends and trendsetters they follow. Fever provides “tastemaker intel” based on partnerships with trendsetters in each city who allow the app to show where they are going and what they are doing. As users purchase tickets and attend events through the app, the system learns their preferences and customizes suggestions based on those past behaviors. As of February the app has more than one million users worldwide.

Photo: Courtesy of Fever
Vuevent
Vuevent

Vuevent uses tags such as art, live music, food, and fitness to categorize events. In the coming weeks the system will add deeper levels of filtering, for example specific types of music. Each suggested event also shows other similar events. Users can add events to their calendar, share events with friends, and favorite an event, which saves it to their profile. The app currently displays events in Denver and Boulder, Colorado, and in Austin, Texas, and the company plans to expand to more cities.

Photo: Courtesy of Vuevent
Hypestarter
Hypestarter

Hypestarter currently lists events in Raleigh, Durham, and Chapel Hill, North Carolina, with plans to add Atlanta, Boston, Chicago, Los Angeles, and several other cities later this year. The free app includes details from online event postings such as live music, festivals, 5K races, comedy events, sporting events, art shows, author events, and speaker series. Users can filter events based on those categories or calendars of specific venues and organizations, or by following what their friends are doing. Each listing includes social sharing tools, and hosts have the ability to add a link to online ticketing.

Photo: Courtesy of Hypestarter
At the Golden Gate Bridge anniversary celebration, guests interacted with two 10-by-10-foot jumbo, fully functional Intel Ultrabooks.
At the Golden Gate Bridge anniversary celebration, guests interacted with two 10-by-10-foot jumbo, fully functional Intel Ultrabooks.
Photo: Courtesy of Infinity Marketing Team
Splashion
Splashion

Away from the Raleigh, Modern Luxury magazine hosted Splashion, an unofficial kickoff to Miami Swim Week at Mansion nightclub. Jason Derulo performed and DJ Irie spun, while Miami Dolphins cheerleaders modeled swimwear looks.

Photo: Brett Hufziger
Evian's tent embraced all things pink, with preppy models on hand to spritz fans with Evian Mineral Water Spray.
Evian's tent embraced all things pink, with preppy models on hand to spritz fans with Evian Mineral Water Spray.
Photo: BizBash
The Moët & Chandon Terrace at this year's U.S. Open will have a champagne and white color scheme and an illuminated floor.
The Moët & Chandon Terrace at this year's U.S. Open will have a champagne and white color scheme and an illuminated floor.
Rendering: Courtesy of Moët & Chandon
The Storys Building
The Storys Building

The names of sponsors such as Ketel One appeared in frames on a step-and-repeat outside of the building. Inside the space, the liquor brand hosted bars and provided specialty cocktails including one that combined vodka with edlerflower and prosecco.

Photo: Aaron Harris/WireImage
Image 2
Photo: Courtesy of Fiji Water
Appamics placed tiny iBeacons next to four paintings in the 'Gauguin to Picasso: Masterworks From Switzerland' exhibit at the Phillips Collection. Visitors take a selfie in the 'Portrait Play' app, and then when they approach one of the paintings, the image is transformed into the style of that artist.
Appamics placed tiny iBeacons next to four paintings in the "Gauguin to Picasso: Masterworks From Switzerland" exhibit at the Phillips Collection. Visitors take a selfie in the "Portrait Play" app, and then when they approach one of the paintings, the image is transformed into the style of that artist.
Photo: Courtesy Appamics
Magnetic Memories
Magnetic Memories

For personalized party favors, Magnetic Memories shoots guest photos and prints them with customizable designs, then transforms the images into magnets on site. Pricing is available upon request.

Photo: Taylor McIntyre/BizBash
Connect with your audience, wherever it is.
Connect with your audience, wherever it is.
Photo courtesy of Splash.
The debut took place in a graffiti-covered warehouse in downtown Los Angeles, with an exterior that did not betray the activities inside.
The debut took place in a graffiti-covered warehouse in downtown Los Angeles, with an exterior that did not betray the activities inside.
Photo: Jeff Granbery
A wall of blocks concealed the car before its debut.
A wall of blocks concealed the car before its debut.
Photo: Jeff Granbery
Drones inside each block removed the pieces one by one, surprising guests and getting the crowd buzzing.
Drones inside each block removed the pieces one by one, surprising guests and getting the crowd buzzing.
Photo: Jeff Granbery
The drones hidden inside the blocks that concealed Infiniti's new vehicle flew away in fluid, elegant motions to reveal the car.
The drones hidden inside the blocks that concealed Infiniti's new vehicle flew away in fluid, elegant motions to reveal the car.
Photo: Jeff Granbery
Infiniti executives introduced the car after the debut.
Infiniti executives introduced the car after the debut.
Photo: Jeff Granbery
Guests interacted with the car after its reveal.
Guests interacted with the car after its reveal.
Photo: Jeff Granbery
The brand's color, purple, dictated the decor scheme, including structural arrangements of flowers.
The brand's color, purple, dictated the decor scheme, including structural arrangements of flowers.
Photo: Jeff Granbery
Tube lighting illuminated angular bars with an industrial edge.
Tube lighting illuminated angular bars with an industrial edge.
Photo: Jeff Granbery
A projection showed the city lights of Los Angeles, with the streets laid out on a grid.
A projection showed the city lights of Los Angeles, with the streets laid out on a grid.
Photo: Jeff Granbery
Pier 1 Imports Christmas Pop-Up Storybook
Pier 1 Imports Christmas Pop-Up Storybook

Bringing a special pop-up edition of its holiday catalog to life, Pier 1 Imports created a living pop-up book installation in an empty storefront in New York’s SoHo neighborhood. The space used vignettes to highlight Christmas style and decor trends, including one called Plaid Tidings (pictured).

Photo: Taylor McIntyre/BizBash
Pier 1 Imports Christmas Pop-Up Storybook
Pier 1 Imports Christmas Pop-Up Storybook

For the pop-up’s press preview, Pier 1 chose Mariah Carey for a brief appearance. Carey made remarks and posed for photos at the December 1 event. A video presentation of the pop-up storybook features narration by Carey.

Photo: Taylor McIntyre/BizBash
Pier 1 Imports Christmas Pop-Up Storybook
Pier 1 Imports Christmas Pop-Up Storybook

A 14-person table featured a fully loaded holiday table, complete with place settings for Santa and Mrs. Claus and Santa’s reindeer.

Photo: Taylor McIntyre/BizBash
Pier 1 Imports Christmas Pop-Up Storybook
Pier 1 Imports Christmas Pop-Up Storybook

At the pop-up’s entrance, decor extended overhead to a display of ornaments, greenery, and holly berry garlands. The pop-up was open from December 2 to 6.

Photo: Taylor McIntyre/BizBash
Target Wonderland
Target Wonderland

Target Wonderland, a 16,000-square-foot pop-up shop in New York’s meatpacking district, turns toys, homewares, and other goods from the retailer into holiday decor. In one example, a Christmas tree is made from 320 Hulk hands.

Photo: Neil Rasmus/BFA.com
Target Wonderland
Target Wonderland

Visitors can climb aboard a Lego pirate ship dubbed the S.S. Free Shipping. The store opened December 9 and runs through December 22.

Photo: Neil Rasmus/BFA.com
Target Wonderland
Target Wonderland

A wall of Disney’s Tsum Tsum characters is the backdrop for a photo opportunity. The pop-up contains a number of digital elements such as R.F.I.D. badges that can be scanned at various stations to a digital shopping list. Before leaving, guests can purchase the items.

Photo: Neil Rasmus/BFA.com
Miracle on Seventh Street
Miracle on Seventh Street

The Washington bar Mockingbird Hill has temporarily changed its concept to become the holiday-theme Miracle on Seventh Street through December 24. The venue redecorated with kitschy Christmas decor and included a “Hanukkah Hangout” complete with a dreidel chandelier. Along with a list of holiday cocktails named after holiday references in pop culture, the bar is offering activities such as Christmas classic movie nights and Manischewitz Pong competitions.

Photo: Joy Asico
J. Crew and JetBlue J.F.K. Pop-Up
J. Crew and JetBlue J.F.K. Pop-Up

On the Wednesday before Thanksgiving—traditionally one of the busiest travel days of the year—J. Crew and JetBlue offered a respite for harried travelers. A pop-up installation at New York’s John F. Kennedy International Airport had four claw machines offering treats such as jewelry, hats, and gloves from J. Crew as well as JetBlue travel certificates.

Photo: Bryan Derballa
J. Crew and JetBlue J.F.K. Pop-Up
J. Crew and JetBlue J.F.K. Pop-Up

Brooklyn-based artist Greg LaMarche designed the colorful space. Complimentary catering came courtesy of vendors from J.F.K.’s Terminal 5: Starbucks, Baked By Melissa, Cibo, and Ben & Jerry’s. Other activities included a temporary tattoo station and a photo booth.

Photo: Bryan Derballa
Barclaycard Gift Grab
Barclaycard Gift Grab

Another riff on the claw game idea came from Barclaycard, which offered passersby in New York’s Union Square a chance to play the classic arcade game in a tricked-out truck. Gift cards of various values were wrapped in presents that people tried to grab with the claw. The December 5 event also had a give-back component: Each card contained ​a secret dollar amount that Barclaycard will put toward buying toys for the charity Toys for Tots. BMF Media produced the activation.

Photo: Sara Jaye Weiss
Nintendo Winter Wonderland
Nintendo Winter Wonderland

Guests at Nintendo’s Winter Wonderland could play games on new Nintendo 3DS XL systems in a festival holiday atmosphere. Alongside the blue and white holiday decor were figurines of Nintendo’s Amiibo characters. ESE Lifestyle produced the event, which took place in November at the London West Hollywood hotel in Los Angeles.

Photo: Sara Jaye Weiss
Poppin Friendsgiving
Poppin Friendsgiving

The millennial-friendly office supply company Poppin hosted a Friendsgiving event at its New York showroom in November. The event combined elements of Thanksgiving and Christmas by encouraging guests to give thanks and pick out gifts for friends, family, and co-workers. Gift-wrapping services using Knot & Bow’s quirky paper were available, and cards from Crumple & Toss along with ink stamps and markers let guests compose their own notes.

Photo: Meredith Zenkel
Sugarfina Holiday Lounge Pop-Up
Sugarfina Holiday Lounge Pop-Up

Viceroy Santa Monica library has taken a sweet turn as the Sugarfina Holiday Lounge Pop-Up. The boutique candy company collaborated on a set of holiday-theme cocktails inspired by its treats, including the Love Story, which mixes creme de mure, lemon juice, white wine, and sparkling wine, along with a Sugarfina Kir Royal candy garnish. Groups who host their holiday party at the hotel can add a Sugarfina holiday candy cart with the brand’s sweets arrayed in apothecary jars and martini glasses. Guests can sample the treats or assemble take-home bags as gifts.

Photo: Courtesy of Sugarfina
Tictail Market NY
Tictail Market NY

Bringing a physical presence to an online marketplace, the Tictail Market NY is a holiday pop-up for the brand, which features emerging designers of apparel and home goods. Stockholm-based Tictail brings a Scandinavian cool to the store, located on New York’s Lower East Side, with custom-designed blond wood displays and white painted bricks. It’s Tictail’s second version of the pop-up, and this year it also is adding markets in Paris and Stockholm. “Having a physical pop-up is a complement to our online community,” says Livia Moore, Tictail’s community manager. “It becomes a meeting space for our brands.” The market will remain open through December 22.

Photo: Courtesy of Tictail
At the Veuve Clicquot Polo Classic, a 3-D arrivals area evoked a vintage flower stand with bottles potted as plants and logo plaques on wooden sticks growing up from moss.
At the Veuve Clicquot Polo Classic, a 3-D arrivals area evoked a vintage flower stand with bottles potted as plants and logo plaques on wooden sticks growing up from moss.
Photo: Claire Barrett Photography
As part of its “Teach, Inspire, Play” approach, Sephora’s San Francisco store features 12 stations with mirrors, products, and iPads for makeup applications.
As part of its “Teach, Inspire, Play” approach, Sephora’s San Francisco store features 12 stations with mirrors, products, and iPads for makeup applications.
Photo: Courtesy of Sephora
Microsoft brought an interactive digital wall to C.E.S. that allowed attendees to activate illustrations by touch, revealing key stats as well as some of the assets and tools that Microsoft can provide to its partners.
Microsoft brought an interactive digital wall to C.E.S. that allowed attendees to activate illustrations by touch, revealing key stats as well as some of the assets and tools that Microsoft can provide to its partners.
Photo: Courtesy of Microsoft
Sean Ludick, general manager of worldwide retail channel marketing at Microsoft, explains that customers usually begin their shopping experience digitally. 'Whether it be on their phones or at home and doing a search on their computers, they seek out product ratings, product reviews, visit their favorite retailer sites, and even poll their social networks.'
Sean Ludick, general manager of worldwide retail channel marketing at Microsoft, explains that customers usually begin their shopping experience digitally. "Whether it be on their phones or at home and doing a search on their computers, they seek out product ratings, product reviews, visit their favorite retailer sites, and even poll their social networks."
Photo: Courtesy of Microsoft
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