performance

As the sun set, guests gathered on the tented patio to watch an aerialist perform on a swing, flanked by two floral topiaries displaying the brand's logo.

Inside a parking garage, a stylized roadway served as a runway at a fashion show as part of the Mini Countryman launch in New Delhi.

"Even the way that we displayed the Arizona product was geared towards the teen consumer," Sandall said. "We didn’t use conventional mannequins or models, but instead created a living look book through an interactive screen where guests could share their chosen looks."

At the New York event, colorful paper lanterns and Mexican-style paper flowers strung from the ceilings lent the event a fresh, youthful feel.

"The atmosphere that we wanted to create set out to celebrate individuality, originality, and self-expression in order to position Arizona as more of a lifestyle brand—a brand that lives in J.C. Penney but truly has it's own personality," Sandall said of the event, which in Los Angeles included a giant dry-erase board where guests could leave messages. Of course, organizers also displayed event hashtags prominently for those wishing to express themselves via social media—a fitting move, considering a faction of guests learned about the event via Twitter.

Although Sandall's priority was to create a "complete lifestyle experience for the brand," traditional logo placement still played a part at both events.

Kitschy trailers in Los Angeles provided young guests with cozy—and Instagrammable—spots to relax after participating in the event's many interactive stations.

Becky G. and Tori Kelly, who performed on a stage decorated with paper lanterns, chandeliers, and strung lights, promoted the event to young fans via their Twitter accounts.

Much like a flea market, the events featured various stalls with an assortment of goods; guests could decorate an Arizona brand T-shirts at one station, for example, or decorate a leather bracelet at another. "Tapping into the millennial trend of flea markets and craft fairs gave us the opportunity to speak directly to their way of thinking with an emphasis on individuality, personal style, and self-expression," Sandall said. "We wanted to leverage the history and durability of the Arizona brand, but recreate it in a fresh, new, original experience."