Spotify hosted a summer block party for its 750 employees on June 8. Held at the Knockdown Center in Queens, New York, the event featured basketball courts, a disco ball, a roller rink, a 1977 Cadillac Coupe DeVille photo booth, and a performance by T-Pain. An interactive graffiti wall allowed guest to spray paint their own designs. The event was planned and produced by Tinsel & Twine.
Skincare brand Kiehl’s celebrated the launch of its new serum January 17 at a raw space in West Hollywood. One area of the event featured a strength test. Since the new serum’s vitamin C levels increased from 10.5 percent to 12.5 percent, organizers wanted to highlight that feature in a fun, interactive way. The Bosco created animated GIFs as guests tried to hit the machine hard enough to match the serum's strength. The event was designed and produced by HL Events.
The product launch was designed to be Instagram-friendly. To enter the main area, guests walked through a 10-foot hallway filled with infinity mirrors with phrases such as "C the Difference" and “C You Later Wrinkles."
Canadian Tire, a national partner of Canada’s Olympic team, brought back its Red Door activation, which debuted at the Rio Olympics in 2016. Part of the brand’s We All Play for Canada Olympic campaign, the life-size physical door offers a live stream interaction that connects friends and fans in Canada with Olympians and Paralympians in Pyeongchang. Wondermakr produced the activation.
With Event Farm's Digital Gifting Wall, guests can have offers emailed to them by tapping a badge. Gifts include coupon codes, music files, and digital content.
The Paris-based beauty brand has been increasingly wading into the world of live events, with thoughtful sponsor integrations, colorful pop-up shops, and the upcoming Sephoria House of Beauty, a new beauty convention hitting Los Angeles later this month. At the third Girlboss Rally, held in Los Angeles in April, the brand promoted its Instagram-inspired lipstick collection by creating video booths (pictured) with question prompts where guests could tell personal stories, which were later shared on social media. Sephora’s mission statement, “Let’s beauty together,” is also reflected in its event strategy, where organizers aim to create a two-way conversation with consumers. “Beauty is diverse and has many voices and faces. We believe it’s for our clients to define and for us to celebrate,” said Deborah Yeh, Sephora’s senior vice president of marketing and brand in a recent interview with Forbes. —C.H.
![“Getting 29Rooms launched was by far the biggest challenge,' Gelardi explains. 'It was really hard to get people to understand the concept, to get sponsors on board to help finance it, and to prove that people would come to an art warehouse party all the way in Greenpoint [Brooklyn] during New York Fashion Week.”](https://img.bizbash.com/files/base/bizbash/bzb/image/2018/11/piera_gelardi_1_700x467.png?auto=format%2Ccompress&q=70&w=400)
