Branding

Guests arrived on a double-sided, logo-inset red carpet for the Amazing Spider-Man premiere.

Product launches and press previews for beauty products have historically been dominated by clean, all-white decor, allowing colorful product packaging to take center stage. At a February 21 brunch for L'Oréal, designer and producer Joe Moller added subtle branding to the setup on the Viceroy Miami's outdoor terrace, adding L'Oréal lettering to the backs of chairs and using shallow gold vases filled with products as tabletop centerpieces.

Avon wanted a sophisticated look for the 2007 launch of Rouge, a fragrance created in partnership with Christian Lacroix. Held in New York, the red-and-black event included a chandelier with vials of the fragrance instead of lightbulbs.

As part of Colgate's White Beauty Bar event in Los Angeles, Skintimate treated attendees to a self-serve sorbet station.

To launch the new Carrera 6000 eyewear collection this June, Solstice Sunglasses built a dome in New York's meatpacking district. Inside the air-conditioned tent, guests could see what the new shades looked like on them by posing for photos that were used to create mini flipbooks.

For its fall 2011 preview, New Balance dressed editors from head to toe in items from the new collection, and invited them to "Tone, Flow, Fight, Grind, and Bounce" their way through five workout stations.

To kick off their summer-long partnership, eyewear brand Warby Parker and the Standard in Los Angeles held a pool party on June 22. The poolside event at the downtown L.A. hotel saw staffers pushing library-style book carts around as a fun way to get guests to try on the limited-edition shades.

To promote Rickland Orchards Greek yogurt bars, and as part of its Fancy Food Show activation, the brand took to the streets of Washington with two branded pedi-cabs. Each vehicle contained staffers dressed as Greek gods and goddesses who gave out samples to passersby.

At Samsung's Infuse 4G launch in Los Angeles last year, organizers looked to highlight the cell phone's technology by designing a high-tech, futuristic environment. This included a custom ice cream station where guests could order toppings and flavors through the new devices.

To introduce vitaminwater10 a few years back, beverage maker Glacéau built a 10-day pop, dubbed the "Des10ation," on lower Broadway in New York to show consumers how they could burn off the drink's titular 10 calories. In one of its windows, a model performed simple exercises that burn at least 10 calories, such as taking a shower.

To celebrate summer solstice this year, Sunglass Hut hosted a block party on Perry Street in downtown New York. As a fun way to promote sunglasses, the brand brought out performance artist Joey Arias who sported a skirt-like shelving structure to display the products.