14 Cool Event Ideas You May Have Missed From Dunkin', e.l.f. Cosmetics, Madewell, Vizzy and More

On April 21, online thrift store thredUP hosted a climate-positive concert in Santa Monica to bring awareness to single-use fashion waste. The concert was purposely held around the same time as Coachella—a time when, according to thredUP’s research, 42% of festival-goers plan to buy a new outfit that many of them plan to wear only once. thredUP evoked that idea through the “Tunnel of Pre-Loved,” created from over 1,000 pounds of secondhand clothes that doubled as a stage for singer-songwriter Laufey. Attendees could also visit thredup.com/IHeartThrift to commit to thrifting their outfits this festival season and in the future.

From April 1-2, snack company KIND built an attention-grabbing sunflower wall in New York’s Flatiron Plaza. The 30-foot-long wall, inspired in part by the ongoing crisis in Europe, was two-sided, with one side hosting 270 square feet of fresh, yellow florals.

The second side collected kindness-focused messages from the brand and from New Yorkers. For each message left on the wall, KIND made a donation to World Central Kitchen. The activation was produced by experiential and event production shop Tenure.

Artist Adam Schwerner debuted his latest outdoor exhibit—Your (Un)natural Garden—at Descanso Gardens in Los Angeles on April 16. The installation, which will remain on display until Jan. 8, 2023, is an abstract tribute to sustainability. Working with fabrication shop Pink Sparrow, along with design house Art Mafia and JUST Design + Quinlin B. Messenger, Schwerner sourced materials from recycling facility Tierra Verde Industries. In addition to metal, plastic and found objects, the team collected one 40-yard dumpster of recycled wire and two 40-yard dumpsters of recycled lumber—for a total of 40,000 pounds of wood. With these elements, Pink Sparrow built vibrant sculptures throughout the gardens, supporting pieces for interior spaces and one freestanding snakeway arch that’s 28 feet tall and 40 feet long, and composed of more than 7,000 pounds of recycled wood, steel, wire, ladders and more.

“Pink Sparrow has been working with great focus toward sustainable and waste-reducing techniques, and this project presented a unique opportunity to create sculptures and experiences with recycled materials and sustainability at center stage,” said Anna Moulton, fabrication project manager at Pink Sparrow. “Through the recent supply shortage we’ve also realized that upcycled materials as a building medium have great economic advantages.”

To celebrate the new e.l.f. Cosmetics and Dunkin' six-piece makeup collection, SHADOW produced an activation in New York’s Meatpacking District that was inspired by the limited-edition collaboration’s messaging of "Wake up and Makeup." The attention-grabbing walk-up window included a menu board and product display, along with a giant replica of a strawberry sprinkle Dunkin’ donut, through which passersby were handed a Dunkin’ gift card and products from the collection. Overall, about 600 bags were distributed to consumers in just four hours.

The was also a makeup room, where invited press and influencers could get a touch up from one of e.l.f.’s makeup artists.

DAP Health’s 2022 Steve Chase Humanitarian Awards, held on April 9, took on the theme “We’re going to gala like never before.” And the medical center tapped event firm JJLA to do exactly that, moving the gala out of the Palm Springs Convention Center and instead hosting 1,000 guests for a seated dinner under the stars with the San Jacinto mountains serving as the backdrop. Instead of a red carpet, a blue carpet honored healthcare workers for their efforts during the pandemic. The reception was extended to give guests more time to connect, and meals were served out of a bento box as a twist on the formal seated dinner. Performers at the event—which raised over $1.4 million for the Coachella Valley’s healthcare resources—included Michael Urie, Max von Essen, Deborah Cox and more.

Luxury brand Mansur Gavriel and sustainable sneaker brad VEJA celebrated their colorful new limited capsule collection at VEJA’s New York store on April 6. The event featured drinks and bites curated by artist Laila Gohar; the sneakers were also displayed in a colorful, art-inspired way. VIP guests included Alyssa Hardy, Harling Ross, Lindsay Ellingson, Parker Kit Hill, Young Emperors and Nicole Harrison.

For the launch of the new Vizzy Mimosa Hard Seltzers, Abel McCallister Abel, in partnership with ICF Next, produced the Vizzy Drag Brunch at the Luxe Lounge in Los Angles. Paying homage to boozy brunches and drag shows, Abel McCallister Abel transformed the space with vibrant colors, hundreds of feather boas, hanging mirrorball planters, a custom-made photo op wall and a Vizzy-branded performance stage flanked by two six-foot-tall, custom Vizzy cans. Drag queen performers Foxie Adjuia, Honey Davenport and Morgan McMichaels hosted.

Activities included four rounds of drag queen bingo, along with lip sync performances, balloon art and a decorated patio bar offering real fresh fruit and unlimited Vizzy. The team also partnered with caterer This Messy Table to source, curate and design a table specifically for the brunch that incorporated edible glitter, mirrors, boas and feathers.

Fashion brand Madewell celebrated its new men's store, which recently opened in Venice, Calif., with a daytime block party-inspired event produced by Stoelt Productions. The black-and-white decor was inspired by men's fashion in Venice and Southern California. Local artist Eric Junker created art for the windows that was translated throughout the event, including on the fence banners, pallet tables and an ice cream cart.

The event also included oversized chess and Connect Four boards, along with branded corn-hole and ring toss games, photo ops, cotton candy and popcorn machines, and more.

BIC promoted its new EZ Reach lighter with an attention-grabbing activation at New York’s Flatiron Plaza on April 20. A branded food truck served freshly made s’mores, inspired by BIC’s new ad spots featuring Snoop Dogg and Martha Stewart roasting marshmallows by a fire lit with a BIC EZ Reach lighter. Passersby in New York could snack on free s’mores, sit by a fire pit, listen to music, enjoy photo ops and more.

On April 21, Rose Inc. debuted its four-day Lipstick Lounge consumer activation in New York to celebrate the launch of the brand’s Satin Lip Color Rich Refillable Lipstick. The event was designed with a tech-forward twist: Throughout the space, QR codes led to a new AR filter for social media, and a live community wall displayed social content as it was posted. There were also QR codes to order complimentary beverages and makeup appointments, and floors that lit up to unveil the new shades as guests entered the space.

"So much of the Rose Inc. experience can be had online, from virtual try-ons to AI-powered shade matching to expert-approved editorial service content, but much of our community is also craving the brand’s sensorial experience," explains Rose Inc. CEO Caroline Hadfield. "Experiencing the Rose Inc difference—our incredible color payoff, silky textures and soothing, fragrance-free formulas—is vital for many consumers. With safety as our top priority, we’ve returned to in-person events to truly service our community as best we can during these times."