BMF

At the entrance, a mannequin with a 20-foot-long arm held shopping bags from Klarna partners, including Topshop, Mango, and H&M.

Inside, guests could make their own name badges with quirky stickers.

At a photo booth, guests could wear a shaggy brown coat and stand in front of a fan, which mimicked a Klarna ad starring an Afghan dog. The booth, from Smilebooth, printed lenticular photos and offered videos for social sharing. Oversize props came from 11th Street Workshop.

Hands poking out of a curtain served guests glasses of champagne at a “mystery bartender” station. Sequence created a “funky flavor” event design, which also included fur-covered bar fronts and walls wrapped with custom event collateral. The event’s furniture rentals, from Patina Rentals and Taylor Creative, had the brand’s muted color palette.

Pinch Food Design catered the event. Stations included dessert trays attached to oversize helium balloons. Catering staff guided the balloons through the crowd.

To get to the main Colgate experience, guests walked through an illuminated hallway that illustrated the brand’s history.

The event featured a variety of branded areas for photos, including one that invited guests to pose in a neon circle. 11th St. Workshop helmed fabrication for the event.

At branded stations, Colgate scientists held demos that showed different stages of creating the toothpaste.

A living mint wall created by B Floral served as a step-and-repeat.

Guests could learn about how toothpaste kills bacteria by interacting with a motion-activated screen.

Aerie’s intimate dinner took place at Il Buco Alimentari & Vineria. Decor included white floral centerpieces and a portrait of the brand’s newest “Aerie Role Models,” who include Busy Phillips, Jameela Jamil, and Samira Wiley.

Each place setting had branded menus and custom necklaces engraved with each guest's name. On the reverse side, "Aerie" was written in Braille, a detail inspired by one of the new brand ambassadors, Molly Burke, a YouTuber and motivational speaker who is blind.

Cocktails served were inspired the brand’s ongoing #AerieReal campaign, which promotes body positivity and self-love.

To celebrate Grammy week, Mastercard debuted its sensory lab at Fred Segal in West Hollywood on Thursday night. The interactive space, designed and produced by BMF, featured a fireside chat with Linkin Park's Mike Shinoda, a sneak peek at the brand's new ad with Camila Cabello, and a performance by rapper Kyle. The space debuted Mastercard's new audio branding, a lyric-free melody meant to resonate with customers around the world.

Guests could win prizes from a Mastercard-branded claw machine.

In keeping with the "lab" theme, staffers wearing lab coats served drinks out of beakers.