noble ideas

Vodka brand Grey Goose inaugurated its new Blue Door event series in East Hampton the first week of August. The weeklong activation included three days of events for trade and business press, and three days of consumer-focused affairs. The latter, handled through Harrison & Shriftman, kicked off August 4 with a farm-to-table picnic catered by chef Cynthia Sestito.

With production handled by internal staff, Gilt City found inventive ways to integrate sponsor signage into the decor of its Hamptons House, painting logos on rocks and placing them in elegant photo frames.

To kick off its summer-long partnership, eyewear brand Warby Parker hosted a summer pool party in June 2012 at the Standard in downtown Los Angeles. In addition to staffers pushing library-style book carts around the space as a way to get guests to try on the limited-edition shades, poolside tables also displayed the glasses alongside buckets of branded towels.

Rather than just provide theater-style seating for the screenings of the shows, USA Network created an experiential environment that encouraged visitors to linger on comfy sofas and in cabanas.

Organizers dealt with the rain at Tuesday evening's show atop the High Line by using the male cyclists to help cover guests as they moved from the street, across the open-air section of the park, and into the event in the covered Chelsea Market passage.