This week's roundup includes Knorr's mobile farmers market delivery activation in New York; American Express's island-theme experience at Panorama music and art festival in New York; a headphone installation created with Pepsi cans at a concert celebrating the brand's summer music campaign in Los Angeles; and a D.I.Y. ice cream and cereal bar at Eatertainment's summer bash in Toronto.
The third edition of Panorama music and art festival took place July 27 to 29 at Randall’s Island Park in New York. American Express returned with its two-story cardmember club and hospitality space, which was produced by Momentum Worldwide. The island-theme space, which was inspired by the festival venue, had an installation of fabricated palm trees with streamers in multiple colors. Guests were invited to write their advice for living a happy life on the streamers.
To celebrate National Farmers Market Week and promote its new One Skillet Meal packets, food brand Knorr will make fresh produce deliveries in Manhattan from August 5 to 9. The brand has partnered with social media-driven delivery app Fooji to make deliveries to guests who tweet the #KnorrToMyDoor hashtag to the brand’s Twitter account. Brand ambassadors will arrive on a custom farmers market bike, offering one meal packet and locally grown produce in a branded tote bag. The mobile activation was designed by Edible.
Toronto-based Eatertainment Special Events & Catering hosted its annual summer party on July 25 at its headquarters. The event had a D.I.Y. ice cream and cereal bar with cereal dispensers that offered Golden Grahams, Lucky Charms, Fruit Loops, and more.
Pepsi celebrated its summer music campaign with a concert headlined by the Chainsmokers on July 24 at the Hollywood Palladium in Los Angeles. The event featured a photo op installation of Pepsi cans that were arranged in the shape of a giant pair of headphones. The installation was produced by Live Nation.Â
For the launch of its Bounce Liquid Whip Long Wear Foundation, Beautyblender, which is known for its hot pink makeup sponges, held its first pop-up July 25 and 26 in downtown Manhattan. The raw space was transformed by HL Group’s event team with nods to the classic New York City bodega, including fridge cases that served as product display areas, branded grocery items like water bottles and paper towels, and hot pink milk crates.
To introduce its new spokesperson, Emily Ratajkowski, hair care brand Kerastase hosted an event, produced by Stoelt Productions and held at Penthouse 64 at the Chateau Marmont in Los Angeles in June. The event featured a vintage beauty salon area decorated with antique brushes, hair dryers, and mirrors; an infinity room; and professional portrait photography.
American Express provided a fresh take on water refill stations, with three that resembled outdoor showers. The space also featured a custom mural with colorful, cartoon illustrations depicting New York.Â
Bud Light brought its traveling dive bar activation to the festival, which provided a small stage for intimate sessions from up-and-coming artists and a rooftop viewing deck for fans. Mosaic conceptualized the activation, which was executed by experiential marketing agency Engine Shop at the festival. A multicolored marquee sign welcomed guests to the activation and also served as a popular Instagram moment.
To promote his upcoming album Bloom, pop artist Troye Sivan hosted an exclusive listing session of unreleased songs with 50 fans inside of a bubble capsule at the Baldwin Hills Scenic Overlook in Los Angeles. Meta.is produced the dome, which was decorated with patterned carpets and colorful cushions. Sivan shared anecdotes about his life and his creative process. Studio recordings from the album played as a light show projected images from the album on the dome ceiling. The event, which took place July 18, was part of the Spotify Fans First initiative, which determines an artist’s biggest fans through tracking listening and engagement behavior and then gives fans the chance to interact with an artist in a unique setting.Â
Destinations International, an annual convention for destination marketing and management professionals, took place July 10 to 13 at the Anaheim Convention Center. For the first time, attendees were invited to bring their families to the convention, which included family-friendly community-service opportunities. Families ended up creating more than 100 stuffed animal kits designed to lift the spirits of local children in need. Each kit included a hand-stuffed animal with a custom-designed T-shirt, a handwritten note, and a "birth certificate" that kids could fill out.
