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Unique

December 4, 2017
“Another event idea that I really loved came from the inaugural Teen Vogue Summit. In an effort to make the content available to a wide range of people, the brand hosted a series of meet-ups in various cities, leading up to the summit in Los Angeles this past weekend. Upon entering the meet-ups, attendees were encouraged to 'grab a card, start a conversation' as an icebreaker. Questions included 'What would you do if you were not afraid?' and 'How do you practice self-acceptance in your life?' It was just a simple reminder of the power—and importance—of face-to-face events, and really helped set the tone for the events’ introspective and activism-focused vibe.” —Claire Hoffman, west coast bureau chief
“Another event idea that I really loved came from the inaugural Teen Vogue Summit. In an effort to make the content available to a wide range of people, the brand hosted a series of meet-ups in various cities, leading up to the summit in Los Angeles this past weekend. Upon entering the meet-ups, attendees were encouraged to 'grab a card, start a conversation' as an icebreaker. Questions included 'What would you do if you were not afraid?' and 'How do you practice self-acceptance in your life?' It was just a simple reminder of the power—and importance—of face-to-face events, and really helped set the tone for the events’ introspective and activism-focused vibe.” —Claire Hoffman, west coast bureau chief
Photo: Andrew Noel for Teen Vogue/23 Stories
“One of the most memorable events I covered in 2017 was the Dew Tour at the Long Beach Convention Center in California in June. Lightwave partnered with Mountain Dew to transform the Dew Skate Team athletes’ biometric data into artwork. During the competition, the athletes wore wristbands that measured their heart rate, skin temperature, electrodermal activity, motion, and more. Lightwave’s system analyzed the data and translated it into unique, living artwork displayed on six framed LED screens inside a gallery at the event. The exhibition, titled ‘The Art of Doing,’ was intended to bring to life the brand’s global ad campaign, ‘There’s No Feeling Like Doing.’” —Mitra Sorrells, technology editor
“One of the most memorable events I covered in 2017 was the Dew Tour at the Long Beach Convention Center in California in June. Lightwave partnered with Mountain Dew to transform the Dew Skate Team athletes’ biometric data into artwork. During the competition, the athletes wore wristbands that measured their heart rate, skin temperature, electrodermal activity, motion, and more. Lightwave’s system analyzed the data and translated it into unique, living artwork displayed on six framed LED screens inside a gallery at the event. The exhibition, titled ‘The Art of Doing,’ was intended to bring to life the brand’s global ad campaign, ‘There’s No Feeling Like Doing.’” —Mitra Sorrells, technology editor
Photo: Courtesy of Mountain Dew
The 'Throb' room provided attendees with a photo op in front of a giant heart that throbbed to the beat of music, creating a rhythmic monitor effect on the surrounding walls.
The "Throb" room provided attendees with a photo op in front of a giant heart that throbbed to the beat of music, creating a rhythmic monitor effect on the surrounding walls.
Photo: Mel D. Cole
The 'Drool' experience invited attendees to get inside the 2018 Toyota Camry for a multi-sensory 360-degree audiovisual driving experience.
The "Drool" experience invited attendees to get inside the 2018 Toyota Camry for a multi-sensory 360-degree audiovisual driving experience.
Photo: Mel D. Cole
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“Another event idea that I really loved came from the inaugural Teen Vogue Summit. In an effort to make the content available to a wide range of people, the brand hosted a series of meet-ups in various cities, leading up to the summit in Los Angeles this past weekend. Upon entering the meet-ups, attendees were encouraged to 'grab a card, start a conversation' as an icebreaker. Questions included 'What would you do if you were not afraid?' and 'How do you practice self-acceptance in your life?' It was just a simple reminder of the power—and importance—of face-to-face events, and really helped set the tone for the events’ introspective and activism-focused vibe.” —Claire Hoffman, west coast bureau chief
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Hennessy returned to Gov Ball with its revamped Hennessy Highline. Festivalgoers stopped by for live mural paintings, DJ sets between performances, custom photo ops, and an interactive claw machine where fans lined up for a shot at exclusive Hennessy premiums, as well as cocktails like the Henny-Rita, Hennessy Berry Mojito, and Hennessy Pineapple. See more: Gov Ball 2025: 25+ Eye-Catching Brand Activations From the NYC Music Festival
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