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Stand out or stay unseen—showcase your excellence in the 12th Annual EEAs.

Fendi Stages Fashion Show on Great Wall of China

October 23, 2007

In what LVMH chairman Bernard Arnault joked was "the first fashion show visible from the moon," Fendi and Karl Lagerfeld staged a fashion show atop the Great Wall of China on Friday. Said to have cost $10 million, the spectacle for 500 guests included giant logos projected onto neighboring mountains. WWD has a full report—with photos—here.

During both Coachella and Stagecoach, guests partied at the Gallery Desert House.

Has This Media Brand Solved the Experiential Marketing Equation?

3. Unique Settings for VIP Dinners

Trend Spotted: Brands Are Transforming Private Homes Into Ongoing Immersive Experiences

The tour kicked off Aug. 21 at the University of Miami and will wrap up at the end of October at the University of Southern California.

Want to Engage College Students? Give ‘Em Free Food—That’s What Uber Did

Visitors are able to get creative at outdoor coloring stations.

Take a Hike: Find Out Why BÉIS Is Camping Out at National Parks

Experiential Marketing, Activations & Sponsorships

Has This Media Brand Solved the Experiential Marketing Equation?

Gallery Media Group’s events franchise, Gallery House, aims to be the place for both top brands and creators during major cultural moments.

During both Coachella and Stagecoach, guests partied at the Gallery Desert House.

Experiential Marketing, Activations & Sponsorships

Trend Spotted: Brands Are Transforming Private Homes Into Ongoing Immersive Experiences

Whether it's running for a few days or a few seasons, here are some must-have moments for making brand takeovers in private estates both immersive and unforgettable.

3. Unique Settings for VIP Dinners

Experiential Marketing, Activations & Sponsorships

Want to Engage College Students? Give ‘Em Free Food—That’s What Uber Did

The brand’s “The One Shop” is designed to promote its new membership program aimed at the campus crowd.

The tour kicked off Aug. 21 at the University of Miami and will wrap up at the end of October at the University of Southern California.

Experiential Marketing, Activations & Sponsorships

Take a Hike: Find Out Why BÉIS Is Camping Out at National Parks

To promote its new durable Utility Collection, the luggage brand decked out its RV with fun rustic elements and plenty of bag options.

Visitors are able to get creative at outdoor coloring stations.

Experiential Marketing, Activations & Sponsorships

34 Cool Event Ideas You May Have Missed From Stanley, Deloitte, Nat Geo, and More

Here’s a look at some steal-worthy ideas we spotted in August 2024.

DLUXE Photobooths captured portraits, while a Nostalgic Memoirs audio booth (pictured) and Founder's Original beer pong added interactive elements to the evening. Guests also received soothing massages courtesy of Bodied Beauty.

Experiential Marketing, Activations & Sponsorships

Live Más... Like a Senior: See Inside Taco Bell’s Quirky Early Retirement Community

The fast-food brand embraced the slow living movement with its latest activation.

The footprint featured a kitschy vibe with Palm Springs-inspired, midcentury-style signage.

Has This Media Brand Solved the Experiential Marketing Equation?

Merch Madness: See Inside the First-Ever Fanatics Fest

34 Cool Event Ideas You May Have Missed From Stanley, Deloitte, Nat Geo, and More

Event Profs Share Their Wildest Event Ideas—That Actually Worked

Want to Engage College Students? Give ‘Em Free Food—That’s What Uber Did

Event Tech Check: New Tools for Networking, Staffing, Floor Plans, and More

Experiential Marketing, Activations & Sponsorships

Bonjour! See Inside Maison Lillet’s 'Emily in Paris' Pop-Up Experience

The aperitif brand brought Parisian chic to NYC with the Netflix series-inspired "Café de Lillet.”

Lillet transformed West Village eatery Boucherie into a charming bistro like those seen on the show.

Experiential Marketing, Activations & Sponsorships

IKEA’s Dreamy ‘Sleepeasy’ Is a Whimsical Ode to a Good Night’s Sleep

The brand’s clever pop-up features immersive rooms showcasing how the right mix of comfort, light, air, and more can transform your sleep—and how IKEA products can help.

Studies show that people sleep best at about 65 degrees, so IKEA brought that temperature component to life in an icy room—complete with icebergs made from hanging comforters—where guests can immediately feel a chill when they walk in. The space showcases IKEA's new cooling mattress and other cooling products.

Experiential Marketing, Activations & Sponsorships

Inside the Fizzy, Flower-Filled Pop-Up Hosted by Blake Lively's Beverage Brand

The actress partnered with a floral designer to promote Betty Buzz and her new summer blockbuster, It Ends With Us.

The Betty Blooms pop-up overtook Chelsea’s Starbright Floral Studio on Aug. 7 and will be open through Aug. 20. Designed to promote Blake Lively’s summer blockbuster, It Ends With Us, the pop-up also promotes Lively’s sparkling beverage brands: Betty Buzz and Betty Booze.

Experiential Marketing, Activations & Sponsorships

Lollapalooza 2024: 10 Pitch-Perfect Brand Activations From Ulta, T-Mobile, M&M'S, and More

Celebrating its 20th anniversary in Chicago, the music festival had its highest-attended set ever—and became "the Super Bowl of branded experiences."

Between sets, some 100,000 guests per day traversed the steamy, sunny festival grounds in Grant Park.

Experiential Marketing, Activations & Sponsorships

How e.l.f. Cosmetics Brought the Italian Beachside to Brooklyn—Nonnas Included

The beauty brand's pop-up was a case study in drawing inspiration from a destination, with actors playing Italian grandmothers as brand ambassadors.

The highlight of the Ame.l.f.i Coast Beach Club? The nonnas. Improv actors played the part of Italian grandmothers, who roamed the Beach Club “sharing their best-kept skincare secrets and local traditions with consumers,' according to Jamie D'Attoma, executive vice president and partner at creative agency SHADOW, the firm behind the pop-up.

Experiential Marketing, Activations & Sponsorships

See How This Food Festival Blazes a Trail Around the U.S.

Nationwide live-fire culinary event series Heritage Fire made an inaugural visit to Louisville, Ky., this year.

Established in 2010 in Napa Valley, Calif., and produced by event and marketing agency a21, the live-fire culinary event series aims to celebrate pasture diversity and local family farms.

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