IDEAS CORPORATE

At Warner Brothers Television Group's party to celebrate the opening of the studio’s new exhibit, "Television: Out of the Box," the arrivals carpet was striped to look like TV color bars.

Don Julio turned Studio 450 into "Casa de Don Julio" on Thursday night, bringing 500 guests to a space redecorated with Mexican furnishings. Authentic barrels from the tequila brand played up its heritage and were used as side tables and the three-dimensional backdrop for arrivals.

Similar to last year's event, organizers created a large topiary depicting the MoMA and Cartier logos to serve as the backdrop in the arrivals area.

Even a staircase was fair game for bold branding at the convention center.

The entryway for the New York event was a tunnel filled with smoke, projections, and audio. The sounds and images playing were of frustrated smartphone users, designed to contrast the setting inside.

At one entrance, attendees walked down a 51-foot glowing green tunnel, intended to symbolize the distance golfers gain when they use TaylorMade's new RocketBallz line of equipment.

As a fun way to incorporate color, and to serve as a step-and-repeat, organizers built a wall-like structure which displayed the World's Best Award winners.

At the Zing vodka launch, the press wall took the form of a hedge with 2,000 roses spelling out the brand's name.

Dubbed "Paparazzi," the installation at the entrance of Performa's opening-night benefit put a swarm of 45 fake photographers on a red carpet.

Following the screening, guests headed upstairs to the open-air flight deck, where illuminated spheres and potted trees lined the pathway to the party space.

Vincent Drolet of Circo de Bakuza wanted to create a buffer zone between the real world and the event's surreal setting. At the entrance, guests walked through a curtain and were greeted with a projection of an eye that opened and closed. "We wanted to give them the feeling of walking into a cloud," said Drolet.

For consistent brand messaging, the event's organizers placed strips of Kate Young for Target carpeting over the venue's existing steps, which were side lit with spotlights for an extra bit of fashionable flair.

In the Sky Lab, participants brainstormed business solutions while sitting in suspended chairs.

A 360-degree projection surface surrounded the “big top”-style tent.