industrial

Matte black trussing supported a second-story lounge at the premiere party for Battle: Los Angeles.

Video screens at the premiere party enveloped guests with the movie experience.

Overall the look was industrial, marked by pops of color and video.

Red gobos in starburst patterns created a moody, vaguely ominous look.

A large center bar with black crystal chandeliers hanging overhead was the room's centerpiece.

Sleek black lounge furniture and high-gloss gray tables with clear plexi chairs provided guest seating.

A red inset bearing the movie's title popped against the black carpet.

Celebrities and guests posed in front of the step-and-repeat wall before the screening at the Village Theatre on Broxton.

The 400-square-foot space was outfitted like a garage with a Craftsman tool bench and mounted handsaws, pliers, and wrenches.

Microsoft's garage activation at New York Advertising Week showed innovative uses of its technology, such as creating custom-printed Converse shoes.

The finished shoes were covered in the New York cityscape and logos for Microsoft and Advertising Week. Microsoft gave away 25 pairs a day.

People could tweet using only their eyes through new eye-track software deployed on the Surface Pro 3 tablet.

One of the interactive elements were large touch screens where attendees could try out the newly launched MSN site.