To launch Revlon’s new Street Chic collection, BMF Media took over a garage space in the Chelsea neighborhood of New York in June. Inspired by the theme and actual venue, which usually houses vintage cars, the production company incorporated one of the vehicles into a professional photo shoot area.
For the inaugural Rosé Day L.A., which took place in June at Saddlerock Ranch in Malibu, California, 1iota Productions and Event Eleven partnered to produce a rosé-theme festival with numerous Instagram-friendly installations. A Moët & Chandon-branded Airstream trailer had pink and red florals cascading out of the windows. Floral Crush Studio provided flowers for the event.
The inaugural Rosé Day L.A. was held on June 9 at Saddlerock Ranch in Malibu, California. Headlined by Moët & Chandon, the Instagram-friendly daylong picnic was designed and produced by Ben Biscotti of 1iota Productions, Tony Schubert of Event Eleven, and hospitality veterans Bobby Rossi, Sylvain Bitton, JT Torregiani, and David Jarret.
Iron Chef Marc Forgione selected gourmet food trucks for the day, and DJs including Zen Freeman and Caroline D’Amore entertained the crowd from a booth constructed of on-theme pink crates.
In May, Kim Crawford Wines hosted a “Sip Into Summer” rosé soiree at Chateau Marmont in Los Angeles. An elegant gold and black step-and-repeat was adorned with bottles of rosé and a variety of pink flowers.
Earlier this month, the Apollo Theater celebrated its 13th annual spring gala, which raised more than $2 million for its artistic and community programming initiatives. The event’s after-party was held in a tent designed by event planner David Stark and featured a black-and-white dance floor and video wall.
Earlier this month, more than 1,200 guests attended the Hospital for Sick Children's annual Scrubs in the City benefit, which featured a “Roman Holiday” theme, with living statues, aerialists, vintage bicycles, hanging florals, and a Vespa photo station. The event, which was held at the Evergreen Brick Works in Toronto, raised $820,000.
For the American Cancer Society’s 12th annual Discovery Ball, which took place in April at the Swissȏtel Chicago and featured the theme of “Impact From Every Angle,” HMR Designs extended miles of ribbons from 125 points on the ceiling. As guests moved around the room, the angles intersected to create dynamic visuals.
The Robin Hood Foundation celebrated its 30th anniversary at its annual benefit in May at the Jacob K. Javits Center with a theme of the “Lights of New York." David Stark Design and Production evoked cityscape imagery throughout the space, including layers of Times Square-style signs—printed, constructed, and digital—that communicated the foundation's message.
Small bites at the event included doughnut holes that guests could pick off from a tree. Peter Callahan Catering handled catering.
To coincide with the second-season premiere of its fantasy series The Magicians on Wednesday, SyFy has hosted an immersive fan experience at the William Vale in Brooklyn. Produced by Mash Studio, the event featured numerous interactive rooms inspired by the show. One of the first rooms in the hall that guests could enter is inspired by a magical library, created with three walls of books that had pages shake when guests walk by. The room also included suspended books designed to appear as if they were floating.
Svedka hosted its annual promotional event on January 17 at Nightingale Plaza in Los Angeles. Produced by Shadow, the event had an "eat better" station that offered an array of deep-fried foods—and a spinning wheel to help guests decide which indulgence to choose.
The gathering also featured a vintage beauty salon area decorated with antique brushes, hair dryers, and mirrors; an infinity room; and professional portrait photography.
To introduce its new spokesperson, Emily Ratajkowski, hair care brand Kerastase hosted an event, produced by Stoelt Productions and held at Penthouse 64 at the Chateau Marmont in June, with a photo wall backdrop comprised of the golden bottles of its beautifying oil.
Guests could fill up branded tote bags with full-size samples in the gifting area.
L'Oreal Professionnel hosted a one-night consumer pop-up in June at the Symes in Toronto. The event celebrated summer hair trends and offered guests hair-styling sessions, YSL Beauty makeup tips, and a pop-up shop. The event was produced by Tim:Tom and featured a pink and white color scheme.
In May at a private home in Los Angeles, CoverGirl previewed its fall collection and celebrated its new “I am what I make up” brand campaign. The event featured makeup-centric decor and photo booths, including an Instagram-ready pit filled pillows in the brand’s inclusive foundation shades. A photographer art-directed guests while they were snapped from above with an aerial camera. The event was designed by Nicole Neves of Sequin Productions.
Toronto-based Eatertainment Special Events & Catering hosted its annual summer party on July 25 at its headquarters. The event had a D.I.Y. ice cream and cereal bar with cereal dispensers that offered Golden Grahams, Lucky Charms, Fruit Loops, and more.
Pepsi celebrated its summer music campaign with a concert headlined by the Chainsmokers on July 24 at the Hollywood Palladium in Los Angeles. The event featured a photo op installation of Pepsi cans that were arranged in the shape of a giant pair of headphones. The installation was produced by Live Nation.
The third edition of Panorama music and art festival took place July 27 to 29 at Randall’s Island Park in New York. American Express returned with its two-story cardmember club and hospitality space, which was produced by Momentum Worldwide. The island-theme space, which was inspired by the festival venue, had an installation of fabricated palm trees with streamers in multiple colors. Guests were invited to write their advice for living a happy life on the streamers.
In June 2017, Tinder partnered with Delta Air Lines to host the “Delta Dating Wall,” a series of painted walls, by Colossal Media, with illustrations of international locations; the backdrops aimed to provide fodder for new profile pictures for users of the dating app. The wall—which was part of Delta’s “New York Is Go” initiative, celebrating its New York travelers—was located on Wythe Avenue in Williamsburg, Brooklyn, throughout the summer. In addition, Delta and Tinder hosted a singles-centric event, in which guests could get their photos taken by a professional photographer.
For Breast Cancer Awareness Month, Viceroy Chicago hotel launched a monthlong exhibit that tapped eight local artists to design and paint a guest room door on the hotel’s fifth floor with an image inspired by their interpretation of the fight against breast cancer. Artist Alma Dominguez created a fighter for room 512. A portion of the revenue from each room booked on the floor throughout October will be donated to the Lynn Sage Cancer Research Foundation.
The 11th annual New York City Wine & Food Festival took place October 11 to 14. At rooftop events on Pier 92 throughout the weekend, Capital One served what may have been the festival’s most Instagrammable treat: the Cloud Cone. The dessert consisted of an ice cream cone wrapped in blue or pink cotton candy, with a choice of toppings. Attendees could take pictures of their cone in a Capital One-branded box. The cotton candy was wrapped by Spin Spun All Natural Confections. IMG Live produced the activation.
Graffiti artist Jay Caes created a Brick Lane-inspired mural on a wall made of Away suitcases. Throughout the weekend, guests received complimentary luggage stickers and could shop select items from the luggage brand's "travel uniform" program.
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.”
