The returning American Express Platinum House, exclusive to cardmembers, was held at the Parker Palm Springs and offered food, drinks, swag, live performances, and art installations by Snarkitecture. SoulCycle founding senior master instructor Stacey Griffith taught morning classes that combined high-intensity workouts and musically driven meditation sessions. Later in the afternoon, crystal energy readings and Reiki healing stations continued the wellness offerings.
At a Friday-night party, guests could create a shareable video at an interactive neon photo booth featuring the iFleet wrapped in Gourley's design.
A gallery wall decorated with nods to motorcycle culture, denim, and the West Coast helped to visually evoke the brand's ethos.
To reach a bar stocked with Moët Ice Imperial and Ice Rosé Champagne, guests had to wind their way through a hedge maze decorated with florals from Venus Et Fleur.
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.
Additional photo ops included three different color “changing rooms” with mirrors that displayed on-theme tag lines such as “I’m full of flavor” and “I’m popping.”
The pop-up has an oxygen bar with flavors such as lavender, grapefruit, and lemongrass.
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.
Step 3 (pictured, far right) included ScentsAbility, where guests were taken through aromatherapy training to distinguish between young and old scents (i.e. Coachella and meatloaf, respectively). Step 3.5 (pictured, center) featured P.T.N.R., or Pants to Nipple Ratio.
A photo booth, which incorporated the wallpaper pattern from the series, invited guests mirror the poses of the characters featured in promotional images. Guests were also given bouquets to take home.
Hair care brand Totalee had its grand opening party on June 28 at its new salon in Beverly Hills. The event, which was produced and designed by Sterling Engagements, featured a large sign of the brand’s logo on a wall, which included bottles of products. The event also showcased a cart decorated with hair products, fruits, and florals.
Food, travel, and lifestyle website Thrillist partnered with Club Getaway to hold its first-ever Camp Thrillist, a weekend camping experience for young professionals August 17-19 in Kent, Connecticut. Chef Matt Marotto of Cryo Cream created Glampfire Sundaes, a liquid nitrogen sundae consisting of graham cracker ice cream, toasted marshmallow, home-made graham crackers, Pop Rocks, and a chocolate syrup injector.
In March, Nike hosted "Sneakeasy" pop-ups in Los Angeles, Toronto, New York, and Chicago to celebrate Air Max Day and the brand's past and present designs. At the Chicago pop-up, decor included transparent shoe boxes and a wall projection of the bottom of a Nike shoe.
Dating app OkCupid celebrated the launch of its first marketing campaign—which encourages users to redefine the “F” in D.T.F.—with an art gallery-inspired party January 18 at the IAC Building in New York. The event, which was produced and designed by Small Girls PR, had a red, white, and blue postcard-writing station that was inspired by the campaign's "DTFight About the President" scenario. Guests were invited to write postcards to President Trump and other elected officials about issues that mattered to them.
The "DTFall Head Over Heels" photo booth made guests appear as if they were falling from the sky into a bed of roses. The installation was built by City Iris, and the photo booth technology was provided by the Bosco.
New York's Sneakeasy came to 45 Grand Street from March 20 to 26. The activation showcased the new Air VaporMax shoe with a futuristic mirror backdrop.
A new addition for this year was a Plinko-style game where visitors could score swag by using their empty, crushed cans as playing chips.
