Uber partnered with Perrier and Hotel Indigo Lower East Side to host the second concert in its #UberSummerSeries on July 18 at the hotel's rooftop Mr. Purple in New York. The event decor included branded Uber beach balls.
Brand partner Perrier activated a GIF photo booth that included can and bottle props.
The Out in the Streets festival took place July 16 and 17 at the Vander Ende-Onderdonk House in Ridgewood, Queens. The music, food, and arts event featured a live art piece created with festival attendees' recycled beer cans by street artist Leon Reid IV.
The 10th edition of BizBash Live: The Expo Los Angeles took place July 13 at the California Market Center. Glo Cone showcased its LED cone stick with illuminated cotton candy. The company's product is available nationally for a variety of events; candy is not included.Â
The 11th annual Pitchfork Music Festival took place July 15 to 17 at Chicago's Union Park. The Pitchfork Review activated a colorful bus on festival grounds. Guests could lounge inside the bus, which featured folding chairs, pillows, and grass-green carpeting.
Clif Bar's lounge featured a section where guests could watch audio engineers from Mobile Vinyl Recorders make vinyl records. Based in Seattle, the company uses vintage disc-cutting lathes to create records in real time.
Miami Swim Week took place July 14 to 19. Italian brewing company Peroni hosted a lawn at the Escape Miami event, which took place at the Sagamore Hotel. The festival-like atmosphere included floor pillows and lawn games.
SwimMiami, which took place at the W South Beach, featured an ice sculpture that encased several of sponsor Bobble's colorful water bottles.
To celebrate World Emoji Day and its latest global campaign, Pepsi hosted the "Love: From Cave to Keyboard, Imagined by Pepsi" pop-up exhibit on July 14 at 433 Broadway at Howard in New York. Designed by Zoe Productions, the step-and-repeat featured an array of PepsiMoji faces, accented by the Pepsi logo.
Guests could create their own heart-shaped smoke signals by pressing down on the interactive station.
The Lab, which was presented by the Verge and Hewlett-Packard, was the focal point of the festival. Designed and curated by Meta.is, the structure housed seven interactive digital art exhibits.
At night, the structure's facade, which was produced by VolvoxLabs, lit up with colorful, projection-mapped ultra-high-definition videos of designs that continuously changed.
Inside the 70-foot dome was a 360-degree virtual reality theater that held as many as 400 people. The experience was visually produced by Invisible Light Network and Dirt Empire, and Antfood provided sound effects.
Brooklyn-based artist Zach Lieberman's Reflection Study exhibit allowed guests to create different formations projected onto a wall by moving shapes made out of plexiglass over a light box.
Giant Gestures, an exhibit from Brooklyn art duo Mountain Gods, offered festivalgoers a chance to play around with an oversize touch screen tablet by using giant foam hand props. The installation was meant to reinterpret how humans interact with technology.
A popular exhibit inside the Lab was the Infinite Wall created by Brooklyn-based artist Gabriel Pulecio. The interactive tunnel—created with mirrors, sounds, and lights—used motion sensors that responded to the guests who stepped inside.
Attendees could physically interact with Hyper Thread, a silk tent that featured seven silk hammocks. Created by Dave Rife and Gabe Liberti, the exhibit enabled festivalgoers to make new sounds by moving around in the hammocks.
Sponsor HP showcased an attendee-powered color wall inside the Lab. Using the brand's technology, the wall would change colors in time for a selfie taken with a laptop. The activation was produced by Infinity Marketing Team.
HP also showed off its technology in a separate lounge. The activation gave guests the chance to create custom temporary tattoos using Sprout by HP technology.
A collaboration between 5Pointz Aerosol Art Center, Mevent, and AST Studios, the subway-train projection paid homage to graffiti art's New York origins. Artists spray-painted graffiti on a green screen, which was translated onto the high-definition video wall.
The visually striking, LED-powered multimedia block featured changing videos of animated designs, music videos, and performances, based on fan interaction and festival sets. The structure featured Google Play's social media handle and hashtag.
The interior of the block featured a headphone jack wall. Attendees could plug headphones into the various jacks to listen to different songs from Google Play Music playlists, including one curated for the festival. If listeners hit a "winning" jack, they were taken up to the second-story roof to enjoy the festival view.
The block also featured live graffiti demonstrations.
American Express' two-story tent, built and designed by Momentum Worldwide, offered a mix of low-tech and high-tech experiences, including a 360-degree panoramic digital photo booth. The roof deck was open to card members and offered a view of the main stage, DJ sets, and custom cocktails.
A popular low-tech experience for festivalgoers was a customizable sunglasses station, located on the first and second floors.
Macy's partnered with LeadDog Marketing Group to produce the Macy's Oasis, which gave festivalgoers a chance to relax with lounge furniture and a charging station. Along with bandanas soaked in ice water, the lounge had a string art wall created by attendees.
The official beauty sponsor of the festival, Sephora partnered with Revolution Marketing to host a tent that gave festivalgoers a chance to test out a variety of products, including face masks and lip balms. Along with a beauty bar, braid bar, and dry shampoo styling station, the tent had a photo booth with makeup props and a makeup palette backdrop.
Antioxidant infusion beverage brand Bai partnered with Relevant to produce the the lounge, which offered drinks and cocktails, a phone-charging station, and a photo station featuring a LightBright wall created with Bai bottles. Bai also had a custom Snapchat geofilter for the festival.
