Side Activities

At this year’s VidCon, held in Anaheim, California, in June, Facebook created a tranquil, outdoors-meets-indoors lounge specifically for creators. Attendees were encouraged to add inspiring messages and drawings for their peers on a large chalkboard wall.

Facebook Messenger used a similar idea at the third Girlboss Rally, held in Los Angeles in April. On a wall dubbed "Messages That Matter,” attendees and speakers left hundreds of messages of encouragement for each other throughout the day, such as “Just write the draft,” “Be fkn nice,” and “Be a self-made dreamer.”

National Geographic hosted two separate movie premieres for its documentary Gender Revolution in Washington and New York in February 2017. The standout element at both events was an eye-catching message wall. Before the screening, the white wall with the hashtag #GenderRevolution emblazoned across the middle served as a decor element. Afterward, event producers brought out paint and markers for guests to decorate with. A mixture of handprints and empowering statements about sexuality and gender identity covered the walls by the end of both events.

HBO held an interactive pop-up exhibit inspired by the network’s new late-night series, Random Acts of Flyness, in August in New York. The exhibit, which was produced by Team Epiphany, featured vignettes inspired by the themes and cultural idioms featured in the series, which explores patriarchy, white supremacy, and sensuality through a stream-of-conscience style. The “Black Women Won’t Save Us All?” room recognized black women who have made history by broadcasting names on a screen. Attendees were invited to write the name of a black woman who has inspired them on two walls that flanked the screen.

At the 29th annual Glaad Media Awards, held in Los Angeles in April, biopharmaceutical company Gilead had a photo booth with images printed on-site; guests could post their photo on a wall and write messages about how they will help end H.I.V./AIDS in the United States. Gilead representatives were also on hand to discuss the company's initiatives.

The Hollywood Reporter and SAG-AFTRA teamed up to host an Emmys party earlier this month in Beverly Hills. Emmy nominees such as Darren Criss (pictured) were asked to write words of advice and wisdom for their peers, which were displayed by the red carpet.

L’Oréal Paris worked with Agenc to host a "Galentine’s Day" event in New York in February 2017. At a graffiti wall, guests were encouraged to write why they are “worth it," a play on the beauty brand's well-known slogan.

At Variety’s Power of Young Hollywood event, held in Los Angeles in August, sponsor 3 Musketeers created a #ThrowShine photo op. Celebrities, including 14-year-old actress Peyton Elizabeth Lee (pictured), chose a magnet to post on the wall; each magnet included inspiring, encouraging messages for their peers.

To celebrate the premiere of its new 1980s dance musical drama series Pose, FX worked with BMF Media Group to host an authentic ball in a former Harlem church in June. At the #Pose4Love activation, guests could watch messages of positivity recorded by cast members. They could also write positive messages of their own and post them on the wall; the messages were later shared with members of L.G.B.T.Q. organizations.

At the "Pandora Sounds Like You: Summer" concert, held in Los Angeles in July 2017, feminine hygiene product brand Always created the Always Empowerment Wall. Guests were invited to write messages of women’s empowerment, then take photos to share on social. Always also activated in the women’s bathroom, placing custom decals on the mirrors and handing out samples.

Danielle Gibson Events holds a regular event series called Take Time to Toast, which is dedicated to empowering women entrepreneurs and toasting accomplishments of those in nontraditional work roles. The February edition, held in San Francisco, had a "Galentine’s Day" theme. A “Collaboration Station” featured a bag for each attendee. Next to the wall was a candy station by CandyClub with branded valentines that included phrases such as “I want to take time to toast you” or "You're the best* thing in my life (*besides Rosé).” Guests were encouraged to fill a small candy bag and write a card to another attendee.

To launch its new EcoSport, Ford held an experiential event in January 2018 in New York. Produced by Civic Entertainment Group, the event showcased life hacks for traveling, cooking, organizing, and more. Attendees completed the phrase "In 2018 I will..." and added their hang tags to a giant display board.

At the entrance, guests stuck pegs into the labeled board that represented their goal for the year, including “Embrace Simplicity,” “Make Use of My Kitchen,” and “Learn a New Skill.”

Guests could get customized hoodies printed with the hashtag of their choice.

An on-theme “menu” featured fun details such as a creator-name word search and fun facts about the brand.

For the second year in a row, MAS produced a lounge space dedicated exclusively to YouTube creators. It was designed to resemble a retro diner, with a soda counter, a dessert case, diner booths with mini jukeboxes, and a temporary tattoo parlor. The dessert case was filled with branded skateboards and sweatshirts, which were custom-made as giveaways for creators.

Video app Cheez worked with Santa Monica-based experiential marketing agency Mirrored Media on a booth. A stage area, where guests could see their Cheez creators, was surrounded by mylar walls, custom lighting, and a colorful branded exterior wall.

YouTube’s partner reception, held on June 22 at the Hyatt Regency, was overseen by the Google events and experiences team. Designed by MAS Event & Design, the event was inspired by Route 66, a historic highway that ran from Chicago to Los Angeles. Retro neon road signs provided by Heaven or Las Vegas greeted guests at the entrance to the party.

In keeping with the Route 66 theme, a retro diner-inspired lounge featured a Mustang convertible that was converted into couches. “The party didn’t need to tie back into any specific content, so we had a little more flexibility to come up with a unique theme,” explained Choi. “We came up with a treatment that would tie together roadside attractions, that feeling of being in a car, and where you would stop on iconic Route 66, and started to design the space around these ideas.”

Seating areas throughout the event were inspired by highway rest stops. Blueprint Studios and Cort Event Furnishings provided rentals for the evening.

A beer bar was modeled after retro gas stations, with gas pumps serving as beer taps. Food and beverage was provided by the Hyatt Regency’s in-house catering team.

The event’s DJ booth was inspired by the film marquees seen in towns along Route 66. Creative Technology handled audio for the event.

A lounge evoked the southwestern United States with a teepee, colorful rugs, and lounge chairs.

YouTube's keynote, which took place on June 22 at the Anaheim Convention Center, was inspired by the YouTube Red show Good Mythical Morning. The brand used the speech to announce its latest developments, including new virtual-reality products, in-app messenger services, and programming for YouTube Red.

In another nod to a new YouTube Red original show—Escape the Night 2—an escape-room-style activation was erected on the convention-center floor. The YouTube client team worked with Enigma Escape Rooms, an escape-room consultant, to create the puzzles.

Costumed actors assigned guests a character from the show using a palm-reading app designed by DeepLocal, then guided them through the experience.

Inside the escape room, a series of puzzles unlocked clues that eventually led to the way out of the room. Props throughout the space helped recreate one of the show’s episodes, and were tied to clues. Pinnacle Exhibits handled the fabrication, while Blueprint Studios provided rentals.

The entrance to the B-to-B lounge at the Anaheim Convention Center was marked by a large logo featuring illustrated posters of YouTube creators.

“MAS worked with a whole group of illustrators to create these,” said Choi. “They were first used in an event we produce every year, the YouTube Creators Summit. We loved the illustrations so much, so we thought it would be a fun way to incorporate some of the creators into this event at VidCon.”

The lounge had a small stage for presentations, and a bar area in the back of the room allowed for conversation and networking. Greenery from La Petit Gardenia brought warmth to the space, while an LED light treatment from Felix Lighting gave it a modern twist. Aramark handled the catering.

Smaller networking lounges were set up throughout the foyer in living-room settings where YouTube content played on television screens. Blueprint Studios and Taylor Creative provided rentals.

The ballroom in the Hyatt Regency was transformed into a lounge for YouTube's creators to relax, network, and work. The interior was designed with outdoor lounge furniture, succulents, and colorful rugs, while a patio featured Astroturf-padded vignettes with hammocks, lounge chairs, and a teepee. Rentals were provided by Shelter Company, Taylor Creative, Yeah! Rentals, and Cort Event Furnishings.

“[The Creator Lounge] was a brand-new activation for this year, so we got to start from scratch with the mindset of making a warm and inviting space for creators,” said Choi.

A photo booth by PopSocial had a summer-inspired backdrop, with a wall of greenery and colorful props and icons.