
Illustration: Joey Bouchard/BizBash

At a media launch for Heinz's new yellow mustard, Peter Callahan Catering's test kitchen was turned into a backyard barbecue. The decor included Weber grills that served as tables.
Photo: Paolo Ferraris/Michael Jurick Photography

Guests could dress their burgers at a summer barbecue-style buffet table. Clear trays were placed on faux grass, and hollowed-out condiment bottles held tomatoes and onions.
Photo: Paolo Ferraris/Michael Jurick Photography

Guests posed with oversize bottles of ketchup and mustard in front of a wall comprising hundreds of bottles of yellow mustard.
Photo: Paolo Ferraris/Michael Jurick Photography

The menu from from Peter Callahan Catering included summertime favorites like sliders, hot dogs, and cheesesteaks, paired with mini bottles of Coca-Cola.
Photo: Paolo Ferraris/Michael Jurick Photography

The catering tray for the mustard-topped corn dogs incorporated the label of Heinz's new yellow mustard.
Photo: Paolo Ferraris/Michael Jurick Photography

A summer picnic-like vignette surrounded a screen that showed Heinz's new commercials for its yellow mustard. Gift bags with a bottle of Heinz ketchup and two bottles of mustard—one to keep and one to share—stood underneath.
Photo: Paolo Ferraris/Michael Jurick Photography

The signage at the event tied into the product's creative campaign, which used black and white with a pop of yellow.
Photo: Courtesy of JackThreads

Taking advantage of the venue's indoor pool, members of the Aqualillies synchronized swimming troupe performed for guests, who viewed their underwater routine from a window in the entrance. Their uniform of black swimsuits and high heels set a stylish tone for the fashion event.
Photo: Courtesy of JackThreads

Display cases for the sunglasses comprised clear cubes atop clean black pedestals. Yellow lighting maintained the event's color scheme.
Photo: Steve Mack

Guests could instantly share animated GIFs from the Studiobooth photo booth to their social media sites. They posed wearing frames from the collection as well as with basketballs in hand.
Photo: Courtesy of JackThreads

Pastry chef Dominique Ansel served desserts, including his chocolate chip cookie shots with milk.
Photo: Courtesy of JackThreads

Napkin Killa, an artist who creates caricatures on cocktail napkins, had his own station at the event where he drew portraits of guests.
Photo: Courtesy of JackThreads

Taking over the home's library was the Mountain Dew ​K​ickstart ​Lounge, which featured a color-blocked product display.
Photo: Courtesy of JackThreads

The event took place at the SoHo townhouse 214 Lafayette Street, which offered activities on several floors. About 280 guests attended the event.
Photo: Steve Mack

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.
Photo: Courtesy of Ikea

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.
Photo: Courtesy of Ikea

A morning menu featured Swedish ham and eggs, waffles, and assorted cheeses; afternoon offerings included assorted pastries.
Photo: Courtesy of Ikea

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.
Photo: Courtesy of Ikea

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

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.
Photo: Courtesy of Ikea

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.
Photo: Courtesy of Ikea

M.A.C. Cosmetics celebrated its new Alluring Aquatic collection with performances in a custom 12-foot aquatic tank on Hollywood Boulevard.
Photo: Rich Marchewka

The tank was highly visible to passersby during the bustling holiday weekend in town.
Photo: Rich Marchewka

Synchronized swimmers performed routines for the crowd—and inspired many social media mentions using the hashtag #MACAlluringAquatic.
Photo: Rich Marchewka

M.A.C. cast the Esther Williams-inspired performers after an extensive search and audition process.
Photo: Rich Marchewka

The event was inspired by the Alluring Aquatic summer collection's bright teal packaging, accented with water droplets.
Photo: Rich Marchewka

Attendees could also book makeup appointments with M.A.C. artists.
Photo: Courtesy of M.A.C.

Tod's creative director Alessandra Facchinetti (left, with actress Mamie Gummer) used a custom farm stand to showcase loafers paired with color-coordinated produce baskets at a luncheon in the Hamptons.
Photo: Kelly Taub/BFA.com

Photos: Al Zayed Photography (left), Dave Suarez (right)

GoGo Squeez partnered with experiential marketing agency MKG to launch the "Goodness Machine," which was built by Square Design.
Photo: Dorothy Hong

Kids were encouraged to push a button in the center of the machine, which activated a launching mechanism that shot out a GoGo Squeez applesauce packet from the top.
Photo: Dorothy Hong

The packets were attached to parachutes, sporting the brand's label and the activation tour hashtag #CatchtheGoGo.
Photo: Dorothy Hong

A custom video recorder was on site to film kids interacting with the vending machine. The shareable videos were uploaded to the "Goodness Machine" website as 15-second GIFs.
Photo: Dorothy Hong

Photo: Courtesy of MAC Cosmetics