Concepts

The mirror suspended above the installation allowed guests to see a clear shot of the action.

A large grassy tableau, featuring actors reading, picnicking, and sunning themselves, separated the cocktail section from the dining area.

The eye-catching image on the program's cover, which was shot by photographer Timothy Schenck, was also projected on video screens throughout the space and illustrated the theme of the night—"See and Be Seen."

Neutral-colored tablecloths and linens added to the elegant garden setting.

Nintendo created a life-size version of its new video game with 365 gallons of ink at the Santa Monica Pier.

Similar to the video game, guests were divided into teams of four and were tasked with navigating a massive ink-filled obstacle course.

The teams competed to see which group could cover the most territory with colorful ink.

Actor Benjamin Stockham from About a Boy led his team to victory during the second race, which included Nintendo representatives and some lucky fans.

The family-friendly game launches May 29, and will be available at retail stores and in the Nintendo eShop, where consumers can download the game digitally.

Ikea invited the public to book free 45-minute sessions between 7 a.m. and 3 p.m. at its café after it surveyed 2,000 Brits and found that only half of them had ever had breakfast in bed. A sidewalk sign boasting the statistic helped pique pedestrian interest.

Patrons could book single or double beds—made by Ikea, of course. Bedspreads, pillows, shelving, and decor found at the café also came from the Swedish retailer, making for a uniquely experiential setting.

A morning menu featured Swedish ham and eggs, waffles, and assorted cheeses; afternoon offerings included assorted pastries.

A pillow bar helped personalize each guest’s experience, allowing diners to select the style that best suited their needs before they settled into bed.

Waitstaff used breakfast trays to serve visitors complimentary meals at Ikea’s pop-up Breakfast in Bed Café in London’s Blackall Studios.

Guests could choose from fresh juice, coffee, or a selection of sleep-inducing teas. Tranquil music and bedtime reading material also helped create a relaxing environment.

In addition to having sleep specialists on hand to offer advice on how to get a better night’s rest, Ikea posted helpful tips on the café’s walls.

The Lilly Pulitzer for Target pop-up was housed in an existing tent custom-built for Bryant Park Grill and used seasonally by the restaurant. Event producer David Stark added the custom print pink-and-white striped fabric draping for the event.

Virgil Baruchel’s camouflage installation, "YouCantSeeUsButWeSeeYou," inspired quite a few selfies throughout the night.

The mattress company set up several bedroom vignettes to set the tone for the event.

Famous artwork such as "American Gothic" to a detail of Michelangelo's Sistine Chapel ceiling were reimagined by adding breakfast motifs such as sausages, orange juice, and pancakes. A printed hashtag reminded guests to post to social media.

The idea of "giving 100 percent" worked its way into every element of the event.

The New York skyline topped one of the bars, re-created with cans of corn.

Pairs of tube socks formed a plume of smoke coming from the house built of T-shirts and towels.