10 Cool Event Ideas You May Have Missed From MTV, Timberland, iHeartRadio and More

The 2021 MTV VMAs were hosted by Doja Cat at Brooklyn’s Barclays Center on Sept. 12. Foo Fighters received the night’s Global Icon Award, and other performers included Alicia Keys, Busta Rhymes, Camila Cabello and Ed Sheeran. An oversize moon person—a nod to the award show’s trophy, which adopted the gender-neutral name in 2017—served as a canvas for futuristic projection mapping throughout the night.

Singer Kasey Musgraves made a memorable debut at the VMAs for her first-ever live performance of “Star-Crossed.” She started the performance surrounded by glowing candelabras, before a giant heart was set on fire behind her during the song’s climax.

To promote its new Camila Cabello-led film Cinderella, Amazon Prime Video created the “Rebel Step Shop” at The Grove in Los Angeles over Labor Day weekend. The event celebrated both the movie’s premiere and the limited-edition Onitsuka Tiger P-TRAINER PRZM Cinderella sneaker by allowing guests to customize a free pair of shoes. The family-friendly activation invited consumers to work with a “Fab Fair Crew” to create their custom designs, with the help of iridescent Airbrush techniques, silk laces, colorful patches and more. The pop-up was produced by NVE Experience Agency.

In another fun Cinderella promotion, Amazon Prime Video hosted The Beach Ball at the Surf Lodge in the Hamptons on Sept. 4. The family-friendly, beach-side brunch included a screening of the film, lunch and movie snacks, temporary tattoos and other decor and activities that tied into the film, including a re-creation of Ella’s workroom and a beach-ball carriage built by Brand Activation Services. BMF handled event production.

For a fun takeaway at the Beach Ball, artist Anouk Colantoni was on-site painting watercolors of guests.

Footwear and apparel brand Timberland recently took over an abandoned subway platform in New York to launch its new eco-friendly FW21 GreenStride collection. Located within the Bowery Subway Station, the event transformed the gritty, underground space into an urban oasis inspired by the natural elements of the new collection. Deconstructed boot sculptures were placed throughout the space, along with greenery plus catering from Ghetto Gastro and non-alcoholic drink Le Spritz from Ghia. The launch event also featured a botanical sculpture of the new Ray City boot by artist Olivia Rose. XA, The Experiential Agency handled production, while Sunshine Sachs handled PR and Bilppar Augmented Reality (AR) & Computer Vision Company created a virtual experience for guests who couldn’t attend in person.

Insomniac Events hosted its first-ever Lost In Dreams Music Festival in Las Vegas over Labor Day weekend. The festival, dedicated to future bass and melodic dance music, took over the Downtown Las Vegas Events Center for two nights of performances across three stages. Artists included Gryffin, Seven Lions, Yung Bae, Dabin, Shallou, K?D and Kaivon. Through inventive staging and lighting, the venue was transformed into a “transcendental space where visitors experience[d] a dreamworld come to life,” according to organizers. Art installations and other immersive experiences included illuminated swings, a pirate ship-themed stage, and plenty of neon and glitter.

The 14th annual Fashion Show & Style Awards for Harlem Fashion Row took place in New York on Sept. 7. In a unique twist, the event completely took over a section of 137th Street in Harlem, transforming the city block into a runway, with stoops used as eye-catching presentation spaces. The event, which was produced by Captivate Marketing Group, had a hybrid format, with 400 in-person attendees and a livestream for a virtual audience. Presented in partnership with Banana Republic and Stitch Fix., the show included a reception sponsored by Coke Zero Sugar, a 360-degree photo booth from Crown Royal and a sneaker-cleaning station. Guests were also transported in branded buses to view four windows designed by Bergdorf Goodman, Banana Republic, Stitch Fix and Harlem Row.

To kick off football season, Amazon Prime Video teamed up with fan experience The Tailgate Tour and brands Beyond Meat and Poppi to give college students across the country a modern take on the classic tailgate experience. Each Saturday, kicking off on Sept. 11, the brands are popping up at different college football games with fun activities, exclusive content from Amazon Originals, charging stations, and free food and refreshment from the plant-based brand and prebiotic soda company. The experience will be traveling to 13 campuses around the country, ending with the ACC Football Championship Game in Charlotte, N.C., on Dec. 4.

The 11th annual iHeartRadio Music Festival, hosted by Ryan Seacrest, took place Sept. 18-19 at T-Mobile Arena in Las Vegas with performances from the likes of Billie Eilish, Cheap Trick and Dua Lipa. (There was also a Daytime Stage, held at AREA15 and presented by Samsung Galaxy, that hosted Olivia Rodrigo, The Kid Laroi and others.) The performances featured some steal-worthy stage design inspiration, including a colorful set from Coldplay (pictured) that ended with a shower of confetti from the ceiling. The CW Network streamed the event on its website and app and will broadcast it as a two-night television special on Oct. 2 and 3.