ABT Activation ideas

L’Oreal Professionel hosted a one-night consumer pop-up on June 7 at the Symes in Toronto. The event celebrated hair trends of the summer and offered guests professional hair-styling sessions, YSL Beauty makeup tips, and a pop-up shop. The event was produced by Tim:Tam and featured a pink and white color scheme.

Josh Cellars partnered with the gift-giving app Giftagram to host a Father’s Day pop-up shop June 13 to 15 at Grand Central Terminal. The pop-up, which was produced by Bait Shoppe, was designed to resemble the garage of the wine brand's founder Joseph Carr. A step-and-repeat featured the brand’s elegant cursive logo surrounded by a variety of items such as garage tools and license plates. Cirstobal Valecillos served as the creative director for the pop-up.

A custom engraving station allowed guests to take home bottles of wine with personalized Father’s Day messages. 

Ace Brand, which specializes in bandages and adhesives, hosted a family-friendly activation June 6 in New York's Washington Square Park to celebrate its 100th anniversary and National Get Outdoors Month. The activation had a “visitors center” pagoda, which offered virtual-reality headsets that transported guests to U.S. National Parks. The event was produced by Hunter Public Relations.

The activation had 3-D photo vignettes that depicted different parks including Sequoia National Park. 

Tasting Table’s Lobster Rumble took place June 7 at the Brooklyn Expo Center. Attendees could vote for their favorite lobster roll by placing poker chips in a wall that displayed the names of each vendor. 

Gwyneth Paltrow hosted the third edition of Goop’s wellness summit June 9 at 3Labs in Culver City. The event’s step-and-repeat featured the name of the event in white cursive letters against a backdrop of leaves and fruit including oranges, grapefruits, kiwis, and grapes. Floral company Bloom & Plume created the welcome wall, and the event’s overall design was handled by Agenc.

The 20th anniversary of the Power Plant Contemporary Art Gallery’s fund-raiser took place May 31 in Toronto. The event, which had a risqué traveling circus theme, featured a "Vegan Huntress Club" station where guests could shoot a crossbow into a line of unsuspecting fruits and vegetables. 

FX celebrated the premiere of its new series Pose by hosting an authentic 1980s queer ball on June 2 at Harlem Parish. The event, which was produced and designed by BMF Media, featured a bar that served on-theme cocktails and displayed a neon library and 20-foot LED ladder.