This week's roundup includes pop-up tennis matches in New York, a breathable cocktail in Colorado, an inflatable bungee run in Los Angeles, and silent discos in New York.
Pandora hosted Summer Crush at L.A. Live August 15. The large-scale version of the Internet radio's free invitation-only bash was the brand's largest single-day event in its history. Asics America's presence at the event was focused on the launch of a new shoe and was anchored by a 30- by 12-foot inflatable custom bungee run, branded with campaign messaging. Guests suited up in harnesses, racing to get as far as they could away from the starting point to set their markers for the greatest distance before being flung back by the bungee cord. Guests each picked up a branded T-shirt and shoelaces at the end.
The Bachelors Lounge, a cigar speakeasy at The Ritz-Carlton, Bachelor Gulch in Beaver Creek, Colorado, has introduced a Vaportini to its menu. The innovative twist on the classic Martini allows guests to consume alcohol vapor. The alcohol vaporizer has a glass sphere with a hole for a straw used to inhale the vapor, which is produced from liquor that is heated with a candle.
To promote new products and celebrate the U.S. Open, Nike and Tommy Hilfiger sponsored pop-up tennis tournaments with tennis stars in New York last week. Nike took over Washington Street in front of the Standard High Line hotel in the meatpacking district August 24, where the brand introduced its newest NikeCourt apparel and reunited Pete Sampras and Andre Agassi for a one-night-only tennis match.
On August 25, Tommy Hilfiger launched its global brand ambassadorship with Rafael Nadal for Tommy Hilfiger underwear, Tailored, and TH Bold fragrance with a pop-up tennis match in Bryant Park. The event, which was open to the public, featured the brand's logo created as a tennis court on an elevated platform in the Midtown Manhattan park, flanked by a bevy of branded blankets on the lawn and a rise of bleachers on the concrete.
The annual WeWork conference, which mimicked the classic elements of summer camp, took place August 21 to 23 at Raquette Lake Camps in Bedford, New York. At dinner time, images of animals and camping equipment decorated paper bags that housed candles on tables.
MTV's Video Music Awards returned to Los Angeles last Sunday with a show at the Microsoft Theater and a number of surrounding events that included new formats and parties. This year, CoverGirl presented a panel that offered a red carpet beauty trend forecast. An eye-catching press wall spelled out the brand's name in flowers.
At the Jeremy Scott and Adidas party sponsored by Svedka, a towering ice sculpture took the form of MTV's Moonman statue.
The inaugural "Dressing Down the Movies: Nat Chediak on Fashion," a 48-day film festival presented by the Fashion Project at Bal Harbour Shops in South Florida, is geared toward film buffs and fashion lovers. The festival kicked off with an opening-night screening and party on August 15, in a 1,000-square-foot screening room designed by Tui Pranich.
Dubbed the “anti-photo booth,” the Hollywood, Florida-based PhotoTap brings back the idea of old-school event photographers, but with a technological twist. To help eliminate photo booth lines, guests are given N.F.C.-enabled wristbands or lanyards, which the company’s roaming photographer scans after capturing a shot. The photos are then delivered to the guests’ Facebook, Twitter, and email accounts.
At Lincoln Center's silent discos, guests could switch between three channels of dance music, including disco, salsa, Top 40, and swing, selected by three DJs on site. Events took place at Snug Harbor Cultural Center & Botanical Garden on Staten Island August 28, the Woodlawn Cemetery in the Bronx August 30, and Hunter’s Point Park South in Queens yesterday.
