Jeremy Scott’s Moschino party, produced by XA, had a colorful, kitschy, larger-than-life Candy Crush theme this year. Guests slid into a ball pit that was made of lucite and lit from the bottom in neon.
Guests could scoop up chokers or anklets that were personalized on the spot with their names.
Another casual activity was ping-pong, which guests played both inside and outside the event space.
Event Eleven's backyard pool-party-theme decor included string lights over the pool, palm patterns on walls, and hot dogs and hamburgers for guests to eat. Bud Light Lime sponsored a logo ping-pong table.
Certain music festivals this year proved that going old-school can be the key to throwing an entertaining party. At the Essence Festival, which ran from July 2 to 5 in New Orleans, McDonald's threw a retro-theme community celebration, called the "Lovin' Skate Jam," which was designed by BPR and the Narrative Group. The fast-food chain's event offered roller skates and a skating rink for attendees, as well as a photo booth with '80s and '90s hip-hop-inspired props.
Perrier celebrated its many flavors—including the new strawberry and watermelon varieties—with a weeklong pop-up experience that came to an event space in New York’s SoHo neighborhood from July 12 to 16. The event featured a branded bubble ball pit in the Perrier colors, as well as props that included fruit-theme pool floats such as watermelons, strawberries, and oranges. The event was produced in partnership with experiential marketing agency the Michael Alan Group.
The “Which Way Do You Swing” room invited guests to take photos on tire swings.
Red Bull's V.I.P. area invited guests to play ping-pong and watch the energy drink brand's live footage from nearby stages.
Tito's Vodka's V.I.P. lounge offered guests cocktails from an open bar and performances from a branded stage. The lounge also provided plush seating, private restrooms, and tacos.
Held at Fontainebleau Miami Beach, the event included activities for guests including the "Wine Wall." For a $100 donation, guests could choose a numbered wine bottle on the wall that corresponded to a food- or wine-theme prize.
In addition to the judge’s pick for best burger, there was a People’s Choice award. Guests could vote at Heineken-branded boxes. Restaurants vying for the prize could dress up the voting station, as Saxon & Parole of New York did, while others waved signs urging guests to vote for them.
Presenting sponsor Grey Goose’s bartenders mixed cocktails such as the l’espresso martini that paired well with the desserts. The event, which took place at the National Hotel Miami Beach, was hosted by Duff Goldman.
The event featured rows of Casper beds adorned with bottles of champagne and other viewing party goodies including snacks and hand-clappers to get guests in the mood.
Guests received Casper-branded slippers to get comfortable during the viewing party.
Ernst & Young provided mobile charging power packs for guests to borrow.
Guests sipped mezcal cocktails, checked out peep shows, and stopped for mini chair massages. Promo models were dressed in vintage brothel attire.
Another new activation at the event was the Audio Bar. At the custom-fabricated bar, guests could choose the type of music they wanted to listen to and then local mixologists Owen Thomson and Jason Strich created cocktails inspired by the vibe of that music. Guests kept the headphones on while they waited for their drinks and listened to recorded tracks of songs or scripted dialogue. “At events, everyone listens to the same soundtrack yet we’re eating different foods and drinking different cocktails,” Event Farm C.E.O. Ryan Costello said. “We wondered, can we mix cocktails based on the audio mood you’ll tell us you’re in?” Since the bar had space for just 20 guests at a time, there were traditional bars set up elsewhere in the venue to keep service flowing.
Staffers stood behind a brightly colored wall and slid open small panels in order to hand guests McCafé products or McDonald's smoothies.
On the second floor of the activation, which was produced by Shadow and Live Nation, card members could pick up festival essentials like sunscreen, hair ties, ponchos, and more.
