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PAS 2020

June 13, 2018
Refinery29 executive creative director Piera Gelardi at the Los Angeles edition of 29Rooms in December. Click here to see more images from the event.
Refinery29 executive creative director Piera Gelardi at the Los Angeles edition of 29Rooms in December. Click here to see more images from the event.
Photo: Emma McIntyre/Getty Images for Refinery29
For Refinery29’s 29Rooms, which took place in September in a warehouse in Williamsburg, Brooklyn, Square Design fabricated over two-thirds of the rooms, including this space, which featured the music of rapper-singer Lizzo, plus 71 disco balls and headphones for a silent dance party. The production of the event took more than six months.
For Refinery29’s 29Rooms, which took place in September in a warehouse in Williamsburg, Brooklyn, Square Design fabricated over two-thirds of the rooms, including this space, which featured the music of rapper-singer Lizzo, plus 71 disco balls and headphones for a silent dance party. The production of the event took more than six months.
Photo: Taylor McIntyre/BizBash
Facebook Consumer Booth
Facebook Consumer Booth
Facebook participated on the community floor for the first time this year, creating a public booth activation highlighting creators including Huda Kattan, Laura Clery, Julius Dein, 80Fitz, the Crazy Gorilla, Nala Cat, and Doug the Pug. The booth featured a series of rooms where fans could pose with on-theme props and backdrops.
Photo: Courtesy of Facebook
MTV 'Cribs' Booth
MTV 'Cribs' Booth
The kitchen fridge led to a secret tunnel constructed from pool noodles, as well as a fish wall installation where the fish said phrases such as “Okkkkuurrrrr” and “It’s T-Shirt Time!”
Photo: Courtesy of MKG
During the 118th U.S. Open Championship, which took place at Shinnecock Hills Golf Club in Southampton, New York, in June, U.S.G.A. partner American Express built its first-ever American Express Card Member Club on site. Located at the 10th hole green, the club offered card members and fans lounge seating, along with food and beverage items for purchase. The space was an extension of the brand’s marketing campaign called “Powerful Backing: Don’t Do Business / Don’t Live Life Without It;” some of the clubhouse's wall decor featured the messaging with the words “live life” spelled out in golf tees.
During the 118th U.S. Open Championship, which took place at Shinnecock Hills Golf Club in Southampton, New York, in June, U.S.G.A. partner American Express built its first-ever American Express Card Member Club on site. Located at the 10th hole green, the club offered card members and fans lounge seating, along with food and beverage items for purchase. The space was an extension of the brand’s marketing campaign called “Powerful Backing: Don’t Do Business / Don’t Live Life Without It;” some of the clubhouse's wall decor featured the messaging with the words “live life” spelled out in golf tees.
Photo: Michele Laufik/BizBash
Recreations of easily recognizable images, like Vincent Van Gogh's painting of his bedroom, let guests interact with the setting to create a shot to their liking.
Recreations of easily recognizable images, like Vincent Van Gogh's painting of his bedroom, let guests interact with the setting to create a shot to their liking.
Photo: Tiffany Rose Photography
Darel Carey's simplistic yet striking black-and-white room offered the type of notice-me design that Instagrammers often search for in the form of street art or vibrantly painted city walls.
Darel Carey's simplistic yet striking black-and-white room offered the type of notice-me design that Instagrammers often search for in the form of street art or vibrantly painted city walls.
Photo: Tiffany Rose Photography
The museum left snappable props out and about that guests could easily pick up and use to their liking.
The museum left snappable props out and about that guests could easily pick up and use to their liking.
Photo: Tiffany Rose Photography
Likewise, installations like the Selfie Throne, nodding to Game of Thrones, eliminated the need for event photographers and let guests shoot until they captured that one need-to-post pic.
Likewise, installations like the Selfie Throne, nodding to Game of Thrones, eliminated the need for event photographers and let guests shoot until they captured that one need-to-post pic.
Photo: Tiffany Rose Photography
Kitschy props like the statue of David snapping a selfie added a touch of humor that guests were also likely to want to share.
Kitschy props like the statue of David snapping a selfie added a touch of humor that guests were also likely to want to share.
Photo: Tiffany Rose Photography
A Gym Selfie installation was one on many nods to selfie clichés.
A Gym Selfie installation was one on many nods to selfie clichés.
Photo: Tiffany Rose Photography
The museum's Bathroom Selfie installation let guests create the optical illusion that they were the mirror image of friends. Such head-turning shots appeal to both posters and followers, the latter of whom are more likely to do a double-take—and comment—on unorthodox shots within their streams.
The museum's Bathroom Selfie installation let guests create the optical illusion that they were the mirror image of friends. Such head-turning shots appeal to both posters and followers, the latter of whom are more likely to do a double-take—and comment—on unorthodox shots within their streams.
Photo: Elkhan Pitman
A photo op that let guests create the illusion that they were atop Los Angeles' tallest building—with a sweeping cityscape beneath them—was yet another installation that let guests create an eye-catching shot for their feeds.
A photo op that let guests create the illusion that they were atop Los Angeles' tallest building—with a sweeping cityscape beneath them—was yet another installation that let guests create an eye-catching shot for their feeds.
Photo: Rose Curiel
The Pop Shop by Vita Coco
The Pop Shop by Vita Coco

As part of the coconut water brand’s “Bubbles With Benefits” marketing campaign, Vita Coco held its first experiential pop-up July 20 to 22 at a vacant space in SoHo in New York. Outside, the pop-up welcomed passersby with giant fruit-theme chairs and pyramids of the brand’s new line of sparkling cans in the windows. The brand partnered with Invisible North to produce and design the pop-up.

Photo: Courtesy of Vita Coco
The Pop Shop by Vita Coco
The Pop Shop by Vita Coco

Inside, the activation had four rooms, each inspired by the brand’s sparkling coconut water flavors and cans. The grapefruit room had a bar that served the cans and coconut water cartons, flanked by a neon sign of the campaign name. Additional decor included cans hanging from pink balloons. 

Photo: Courtesy of Vita Coco
The Pop Shop by Vita Coco
The Pop Shop by Vita Coco

The green room, inspired by the pineapple passionfruit flavor, held fitness classes and activities, including yoga, meditation, and dance workouts throughout the weekend. Guests could R.S.V.P. for classes through a website.

Photo: Courtesy of Vita Coco
The Pop Shop by Vita Coco
The Pop Shop by Vita Coco

A yellow room, inspired by the flavor lemon ginger, had a hanging installation of balls on strings that offered popular Instagram fodder.

Photo: Courtesy of Vita Coco
The Pop Shop by Vita Coco
The Pop Shop by Vita Coco

Additional photo ops included three different color “changing rooms” with mirrors that displayed on-theme tag lines such as “I’m full of flavor” and “I’m popping.”

Photo: Courtesy of Vita Coco
Bulletproof Pop-Up
Bulletproof Pop-Up

Bulletproof, a food, drink, and supplement brand—best known for its “Fat for Fuel” movement highlighted by coffee made with grass-fed butter—opened its first pop-up at a vacant space in SoHo in July. The fitness-theme pop-up is holding weekly events, including yoga and guided meditation through August 2. The activation, which was designed in house, features a body vibration plate garden where guests can test out the brand’s plates for five to 10 minutes. The experience is designed to reduce recovery time after exercise.

Photo: Brandon Ballard
Bulletproof Pop-Up
Bulletproof Pop-Up

The pop-up has an oxygen bar with flavors such as lavender, grapefruit, and lemongrass. 

Photo: Brandon Ballard
Bulletproof Pop-Up
Bulletproof Pop-Up

Cartons of the brand’s cold brew coffee were used as decor to spell out “Upgraded.”

Photo: Brandon Ballard
Bulletproof Pop-Up
Bulletproof Pop-Up

The brand used a minimalist sign to welcome guests to the pop-up.

Photo: Brandon Ballard
Blue Apron “Unboxed” Pop-Up
Blue Apron “Unboxed” Pop-Up

As part of its new, cross-country “Unboxed” pop-up series, meal kit delivery service Blue Apron hosted a monthlong pop-up shop in New York in May and June. The pop-up, which was located in a vacant space in Flatiron, showcased the brand’s newest products and held daily programming such as cooking classes and panel discussions with chefs, including Sam Kass, Marco Canora, and Tamar Adler. Proceeds from the cooking classes were donated to food rescue organization City Harvest. The brand partnered with TH Productions to produce the pop-up.

Photo: Courtesy of Blue Apron
Blue Apron “Unboxed” Pop-Up
Blue Apron “Unboxed” Pop-Up

Each week of events had a theme, with a schedule displayed on a branded chalkboard. Decor included a knitted blue apron. 

Photo: Courtesy of Blue Apron
Blue Apron “Unboxed” Pop-Up
Blue Apron “Unboxed” Pop-Up

The design of the space incorporated the brand’s story in blue letters, and it also featured tips on how to throw a dinner party. In a wine-tasting section, different wines and their descriptions were showcased on wooden shelves.

Photo: Courtesy of Blue Apron
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