Summer Trends

At New York’s Friends of the High Line benefit in 2009, giant pinwheels and green, white, and silver balloons sculpted into flower-like shapes hung over the gala dinner.

Cheeky signage advanced the preppy-with-a-twist vibe.

An eye-catching step-and-repeat made of vegetables was created by floral designer Eric Buterbaugh. It was built from living lettuce, artichoke, radicchio, radish, red chard, broccoli, broccoflower, mini romaine, and wheat grass.

The Goop brand's clean aesthetic was mirrored in the summit’s minimalist decor choices, which used plenty of whites and natural greenery. New York-based creative agency Prodject designed and produced the event in collaboration with Goop's in-house events team.

A pop-up shop sold Goop-approved items in several different “stores”—including a workout shop, a clean-beauty apothecary, and a wellness pharmacy.

The day kicked off with a “sound bath meditation” by New York-based mediation teacher Sara Auster.

There were also several workout classes offered, including a foam-rolling session from popular trainer Lauren Roxburgh.

Crystal therapy sessions from shaman Colleen McCann were also available throughout the day.

An outdoor lounge sponsored by dating app Bumble allowed guests to interact with Goop editors and discuss female empowerment and the importance of real-life connections. Bumble served bee-pollen smoothies from the lounge.

Guests who had bought the highest-priced ticket were treated to a V.I.P. luncheon with Paltrow. The menu of healthy foods was created by celebrity chef Seamus Mullen.

Food vendors included Erin McKenna’s Bakery, a Los Angeles-based shop that serves dairy-free and gluten-free baked goods.

One of the day’s biggest draws was the keynote panel with Gwyneth Paltrow, Cameron Diaz, Tory Burch, Nicole Richie, and Miranda Kerr. The women discussed ways to juggle careers and family, as well as the importance of female friendship.

Paltrow hosted a cocktail party at the end of the day for guests who had bought the highest ticket level. Drinks included “collagen martinis” from Tito’s Handmade Vodka.

Eyewear brand Warby Parker hosted a summer pool party in June 2012 at the Standard in downtown Los Angeles. Poolside tables displayed the company's glasses alongside buckets of branded towels.

During Thrillist's “Best Day of Your Life” event in June 2014, Stoli handed out branded sunglasses and sweatbands to attendees.

Stoli also hosted a dance party at Brazen Fox as part of the festivities and handed out the ideal summer swag: branded bottles of sunscreen.

Los Angeles-based Gold Ink Tattoo, whose clients include Jamba Juice, Taco Bell, Nike, Zico, and Bebe, creates custom metallic temporary tattoos in either gold or silver foil. Pricing depends on quantity and color, with a minimum order of 500 sheets.

Gifts for the Good Life designed a set of pouches and accessories attached to a large metal ring for easy transport to the beach. Items included a water bottle, a branded sarong, and an SPF lip balm.

For the third annual Thrillist “Best Day of Your Life” event in June, T.G.I. Friday’s traded sunglasses and beer koozies for guests' tweets via vending machine.

For the Engage14 summit in the Cayman Islands, Gifts for the Good Life put together mini manicure sets with nail polishes in beachy hues for guests. Prices range from $25 to $35 per custom set.

In August 2014, Viacom-owned Centric Network launched its re-branded image with a three-day “Island Takeover” tour on Martha’s Vineyard, produced by Events By Fabulous. A custom-wrapped gifting truck distributed branded tote bags and beach towels.

Guests can keep themselves cool with sandalwood fans from Beau-coup. The natural wood hand fans can be personalized with a custom hang tag and are available in white gift boxes. Prices range from $1.18 to $1.80 each, depending on quantity and gift boxes.

A custom cocktail kit by Gifts for the Good Life, featuring images from photographer Jasmine Star, include all the necessary ingredients to mix up a refreshing summer libation. The kits start at $65 each.