
For the launch event, organizers sought a blank space on the ground floor. They ultimately chose a venue at 315 South Robertson Blvd. because it was near the Kiehl's store in Hollywood.
Photo: Hailley Howard

Inside, the space was designed to evoke a stylish dermatologist's office. At the entrance, an actress played the part of a receptionist, and a lush wall of greenery by Raven Hollow Guild created a hallway. One the wall was the phrase "The Doctor Will C You Now," nodding to the event's vitamin C theme.
Photo: Hailley Howard

The product lanch 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."
Photo: Hailley Howard

Kiehl's wanted the event to evoke the brand's touchpoints of nature, science, and service. Bars were covered in greenery, while oranges tied into the vitamin C theme. Orange-infused cocktails were poured from beakers and test tubes.
Photo: Hailley Howard

N2 Mixology served drinks with nitrous oxide that resembled science experiments. Other cocktail highlights included a drink served from a hollowed-out frozen orange, and servers wore labs coats and glasses to evoke the feel of a doctor's office.
Photo: Hailley Howard

A series of exam chairs provided a unique selfie station in one area of the event. Hanging overhead was a mirror in the shape of an orange; the mirror gave off heat and light while guests donned orange-hued glasses. "The new product has a heating component when it touches your skin, so we wanted to tell that story and still create an Instagrammable moment," Barlow said.
Photo: Hailley Howard

Another 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.
Photo: Hailley Howard

Taryn Manning served as the DJ for the event. The actress currently stars in Orange Is the New Black—which provided another wink to vitamin C.
Photo: Hailley Howard

The pop-up space was designed to be Instagram-friendly and to highlight the product. Boxes of the new Powerful-Strength-Line-Reducing Concentrate serum were displayed throughout.
Photo: Hailley Howard

At Essence and Toyota’s Instagrammable playground, held in New York in December, a ”Throb" room provided attendees with a photo op in front of a giant heart that throbbed to the beat of music, creating a rhythmic monitor effect on the surrounding walls. Click here to see more.
Photo: Mel D. Cole

For American Express Canada’s pop-up, held in Toronto in June, organizers aimed to give consumers a deeper, more visual understanding of how the brand impacts their lives. For a culinary-theme room, artists Troublesome Troy and SmugUgly designed a noodle-theme vignette inspired by their recent trip to Japan. Guests could pose in a life-size bowl of “ramen” with "noodles" that hung from oversize chopsticks. Click here to see more.
Photo: Courtesy of American Express

At Coach’s first external activation, held in New York in June, interactive, design-heavy rooms had subtle branding. One colorful room featured branded Skee-Ball, a Zoltar fortune-telling machine, and a giant clown mask. Click here to see more.
Photo: Daniel Salemi