Activations

Guests can draw in a larger-than-life coloring book using a six-foot marker. 

"I've been obsessed with Alexa Meade's unconventional art since I first donned a painted hat at Refinery 29's 29Rooms, so I was thrilled to check out her first solo exhibit on the west coast. Part of Beverly Hills' BOLD Holidays events, 'Immersed in Wonderland' featured painted, three-dimensional holiday-theme vignettes. Visitors were invited to interact with the art by wearing painted clothing and accessories, sitting on couches and in chairs, and even playing at a grand piano. When photographed, it gave the appearance that they were part of the painting. Meade herself was even on-hand to live-paint models. The resulting photo keepsakes were so fun, and truly unlike anything I'd seen before." —Claire Hoffman, West Coast bureau chief

"I love anything that gets guests involved, and a standout from this year was the first Destination San Diego music festival, sponsored by Adidas and Journeys. The free event engaged fans through large-scale art installations, specifically a 40-foot-tall living mural that visitors could contribute to throughout the day by pushing one of a series of buttons. Depending on the color selected, a new stripe of paint was added. Adidas calls itself the 'creator brand,' so putting fans in the drivers' seat was a natural—and memorable—fit." —Claire Hoffman, West Coast bureau chief

"Film and TV premieres are always fun and creative, but one that really stuck out to me this year was Netflix's Chilling Adventures of Sabrina premiere, designed and produced by MKG. There were so many Instagrammable details—like a seance room with 'Not today, Satan' written on the wall; customizable makeovers, nail art, and flower crowns; and spooky cocktails that used charcoal powder. But my favorite had to be the photo op, where attendees could walk down a high-school hallway in front of a fog machine. The resulting shareable video showed them moving in slow motion as lockers flew open around them. (Click here for an example.) Who wouldn't want a fabulously dramatic, witchy video keepsake?" —Claire Hoffman, West Coast bureau chief

Bumble embraced a larger presence at SXSW with its massive activation with three sections replicating the mobile app’s services. The dating section featured a mini-golf set-up for five-minute dates. Bumble experts were on hand giving profile advice for any version of the app. Users could also take professional photographs for their profiles. There was also a shop offering inspirational books and shirts for sale, as well as free healthy snacks and drinks.