Party Idea's

A carved wood bar under a white neon installation offered cocktails and draft beer in the game room.

The 3,000-square-foot library had an aged plank wood floor, 20-foot ceilings, floor-to-ceiling factory windows and a wall of shelves stocked with 8,000 hand-dyed books.

Guests passed through a tunnel, flanked on either side by servers bearing trays of champagne.

Japanese artist Makoto Tojiki created an art installation of an LED horse—a nod to the brand's heritage—with thousands of fiber optic lights aglow in Hermès orange.

The game room housed vintage pinball machines, billiards, and Ping-Pong tables.

With all of its distractions, the game room drew many of the 1,000 guests.

Olivier Cheng Catering and Events served different fare in each room.

Hermès clients and celebrity guests in attendance included Katie Holmes (pictured), Martha Stewart, Mad Men's John Slattery, Kyra Sedgwick, and Kevin Bacon.

Greeters at the new store, which was covered in a giant orange tie, were clad in black topcoats with Hermès orange scarves.

Roughly 25 percent of the furnishings for the event were custom made.

Several of the floors offered beer and sparkling water out of bright pink carts.

Designed to draw attention to the store iteself, Diesel's guerrilla marketing campaign had New Yorkers like Richie Rich dining in a window on Fifth Avenue.

Local restaurants including Le Cirque and Cipriani are catering the dinners.

As was the goal of the publicity stunt, the diners caused curious passersby to stop and photograph the scene in the store window.

Specialty cocktails from Don Julio and Ciroc Vodka are made and served by waitstaff from Olivier Cheng.

Another aspect of the campaign includes illuminated ads atop taxis.

On Tuesday, a team of men with Mohawks—the hairstyle is designed to evoke the brand's Mohican head logo—took to the street.

The collection's hashtag, #AdamLippesforTarget, was featured on bottles of liquor that were displayed on the collection's drink trays.

Two Target bull's-eye topiaries were on display on the rooftop at 620 Loft & Garden at Rockefeller Center.

Guests were encouraged to chat and enjoy their beverages and hors d'oeuvres picnic-style on plaid blankets from the collection, while listening to jazz music from a three-man band.