The premiere for Netflix's new comedy series Girlboss took place April 17 at Arclight Cinemas Hollywood. The event, produced and designed by Sterling Social, featured a on-theme vintage clothing store rack, along with neon signage of the title and phrases and illustrations inspired by the show.
The premiere's step-and-repeat included the show's multicolor title illustration created with giant 3-D letters.
Edible Schoolyard NYC, a nonprofit that provides school gardens and kitchen classrooms to underserved New York public schools, hosted its fifth annual spring benefit on April 24 at Metropolitan West. The event, designed by Van Wyck & Van Wyck, featured plant decor such as vines that covered the venue ceiling and pillars.
The annual Joffrey Bala Spring Gala took place April 21 at Roosevelt University and the Palmer House Hilton in Chicago. In the latter venue's Red Lacquer room, David Beahm Experiences installed a bar backdrop of frames decorated with bouquets of various flowers. Frost provided lighting at the event.
Official N.C.A.A. partner LG Electronics USA hosted an interactive experience using the brand's products for the fan event, which took place March 30 to April 2 at the Phoenix Convention Center. In the Let’s Make a Deal-style game, LG demonstrated its new InstaView refrigerators, which have a glass window on the door that illuminates when touched. Fans could opt to turn in their LG lanyard for a chance to knock on the refrigerator door and reveal a prize inside, which ranged from water bottles and sunglasses to big items such as TVs.
MKG produced Absolut's on- and off-site activations at Coachella this year, celebrating the liquor brand's latest Abosolut Lime flavor. The vibrant green Absolut Limelight tent included an interactive dance floor, a lush lime tree, and a lot of glowing neon signage.
Festivalgoers entered through a lime-decorated walkway, which was also immersed in a lime scent.
Alice & Olivia launched its eye-candy-theme eyewear collection with an event on April 12 that took place at the Greenhouse at Platform Los Angeles. Produced by Hello Samo and the A-List, the event featured a massive pink bubble press wall.
Black-and-white diamond tiles decorated the floor of an area meant to evoke a surrealist chess board.
To showcase the color and clarity of LG’s new OLED TVs, Advantage created a motion-sensor-based slam-dunk simulator. Fans built their avatar on an LG G Pad tablet and then demonstrated their ball-handling skills in front of the stacked TVs. The motion-sensor technology, created by Next/Now, picked up those movements, and the avatar on the screens replicated them.
“MAS worked with a whole group of illustrators to create these,” said Choi. “They were first used in an event we produce every year, the YouTube Creators Summit. We loved the illustrations so much, so we thought it would be a fun way to incorporate some of the creators into this event at VidCon.”
“[The Creator Lounge] was a brand-new activation for this year, so we got to start from scratch with the mindset of making a warm and inviting space for creators,” said Choi.
