












Visitors to La Plage could write messages on tennis balls that were then arranged into a custom wall, creating an interactive art installation.

Decor in a graphic pinwheel-like motif surrounded the stage.

At the Katy Perry Footwear Easter Sunday Recovery Brunch, produced by the H.Wood Group, a graphic doughnut wall nodded to the pastel colors of the holiday.Â


At the Victoria's Secret event, a photo backdrop beckoned guests (and models) to pose in front of a logo and angel wings.

At the Revolve Festival, held at the Merv Griffin Estate in Indio, a photo backdrop included a bold logo against a vibrant tie-dye-like succulent wall.


An elaborate setup of 11 cameras simultaneously captured guests' poses for a surreal, frozen-in-time-like photo result.



The premiere's step-and-repeat included the show's multicolor title illustration created with giant 3-D letters.













In addition, the branded area included a wall containing 28 fans to keep guests cool, as well as beer-can art designed specifically for Governors Ball.

Food review site the Infatuation and Tequila Don Julio hosted a happy hour in the festival’s "Best Kept Secret" area, with help from Tacombi tacos. It was a continuation of the Infatuation’s nationwide event series with the tequila brand. Plus, a curated mix of food vendors including Mister Dips, Taiyaki, Magnolia Bakery, Roberta's, and more was available in the Infatuation Village area.





Journalist Tamron Hall participated in the Mindfulness in Business Panel, part of the AmEx Success Makers Series, which was curated separately from the Classic’s scheduled seminar programming. The arrivals wall featured hand-drawn characters in the style of Izard's Girl and the Goat restaurant as well as a furry rug befitting the mountain setting.





Florida Power & Light also provided a branded photo booth.

The event's step-and-repeat featured St-Germain bottles and flowers that spelled out the brand’s name.Â

The maze also offered a photo op that included a bicycle covered in greenery and Maison St-Germain spelled out in flowers.Â

To celebrate the launch of its new system, ProactivMD created its first-ever interactive pop-up exhibit with a “popped” theme in New York in June. Various decor and activation elements played into the motif, including Pop Art-inspired speech bubbles and a balloon photo backdrop in the brand’s colors.

The brand name was spelled out with Ring Pops.

A reflective pink wall dotted with cotton candy was a sweet detail at the launch party for the collaboration between celebrity makeup artist Billy B and Gállány Cosmetics, which was held in June inside the Vivienne Westwood Penthouse at the London West Hollywood.

Guests tossed loose flower petals in front of a floral backdrop for GIF action shots.

At the Maison LancĂ´me Paris event, which was held in June at a townhouse in downtown Manhattan, guests were greeted by the main photo op, which was composed of ombre florals in shades of hot and pale pinks and white.

A staple of Comic-Con for the past 10 years, Wired returned with a three-day pop-up at the Omni San Diego. The cafe doubled as a promotion for the upcoming AT&T original television show Mr. Mercedes, a detective series based on a Stephen King novel of the same name. Attendees ate on-theme ice cream, got screen-printed swag, and explored exclusive content related to the show. The show’s signature smiley face—the killer’s calling card in the series—showed up on umbrellas, photo booth backdrops, the DJ booth, and more throughout the event.
New this year, Wired staff hosted the Wired Café at Comic-Con Facebook Live Show, which featured interviews with the casts of Dr. Who, Lego Ninjago, and more.

NVE Experience Agency teamed up with Nylon magazine to host an evening party on July 21 at the Omnia nightclub. The night featured performances by Warren G and Mase, and DJ sets by Brody Jenner and Jamie Iovine. Bottle servers donned Wonder Woman outfits and carried Captain America shields branded with the Omnia logo.Â

Comic-Con International, which was held from July 20 to 23 in San Diego, is known for over-the-top stunts and interactive fan experiences. Comedy Central series Broad City got in on the action for the first time this year with a life-size coloring book activation. Illustrations designed by Broad City artist Mike Perry covered the walls and furniture.

Art doesn’t have to involve paints and markers. At the inaugural Panorama music festival, held on Randall’s Island in New York in July 2016, Macy's partnered with LeadDog Marketing Group to produce the Macy's Oasis. The lounge gave festivalgoers a chance to relax, and featured a string art wall created by attendees.






Returning sponsor Macy’s hosted a pool party-inspired activation, which include a blue ball pit that resembled a pool and colorful pool floats. The activation was produced by Macy's and LeadDog Marketing Group.

Antioxidant-infused beverage brand Bai returned as a festival sponsor, hosting a V.I.P. lounge that included a photo booth depicting a variety of fruit in the brand's black-and-white color scheme. Patrick J Clayton Productions designed the lounge, and Jordana Schrager created personalized polaroids for attendees.Â

Lollapalooza returned to Chicago's Grant Park from August 3 to 6. Between stages, festival grounds offered plenty of props for guests to pose with—including a giant fake lollipop in the festival's signature blue-and-orange hues.

The brand had a cheerful activation that let guests pose inside a prop wine bottle that was surrounded with bubbles.Â



The summer edition of Dessert Goals took place August 19 to 20 at Dobbin St in Brooklyn. Designed by founders Miraya Berke and Liang Shi, the event offered a rainbow, cotton candy-inspired photo backdrop and a rainbow unicorn pool float prop to pose with.Â

The pop-up showcased an arch installation created with Asics shoes and shoeboxes.Â


Dunkin’ Donuts Coffee at Home created a "kitchen" where guests could taste the brand’s Bakery Series coffee flavors and vote for their favorite.Â

Sponsor Cadillac featured a Carpool Karaoke booth that combined a sound studio with the Cadillac XT5 Crossover. The booth, which was created by Jack Morton Worldwide and OM Digital, allowed participants to record a social-media-shareable video of themselves singing along to popular songs.Â




Ruffino showcased a booth at Barilla's Italian Table hosted by Giada De Laurentiis. The booth was decorated on the outside with the Italian brand's various types of wine and champagne. Â

Italian liqueur Frangelico offered attendees custom cocktails at a bar that featured the hashtag #LiveItalian made with illuminated greenery.

For events on Pier 92, including Barilla's Italian Table on October 13 and the Blue Moon Burger Bash on October 14, sponsor Di Lusso Deli Company presented a giant Italian sandwich complete with larger-than-life chips and a company flag. The activation served as a popular photo op for attendees, with props including a giant pickle.



The vacation rental site HomeAway, which sponsored a stage at the festival, fashioned an upside-down house as a photo opportunity in which fans pretended to hang from the ceiling. The brand gave away a free backstage pass every day to random fans.

Local distillery Tito's brought back its plinko game where participants could win swag. Next to the game was the Love, Tito’s mural where people were encouraged to post images on social media with the hashtag #LoveTitos. The company donated $2 per post to pet nonprofit Emancipet, which offers affordable spay/neuter services and veterinary care. People were also encouraged to write out what they love on the mural.

An interactive photo-sharing station invited guests to take a photo at the event and share on Instagram and Twitter with the hashtag #ServeWithACoke. People who used the hashtag could then print out their photo at a Luster photo-printing station to stick on a mosaic, which eventually revealed the image of a burger and a Coke with New York in the background.Â













A colorful, interactive fairground is a collaboration between Google Pixel 2 and artist Nina Chanel Abney. In addition to games and slides, the space features thought-provoking artwork adorned with phrases such as “Does identity have to mean one thing?” and “We are all the same.”
