21 Cool Event Ideas You May Have Missed From Coach, Heineken, AT&T, and More

The official media and influencer launch of Heineken Silver took place on April 4 at New York’s Lavan 541 venue. Produced by experiential agency Rose Gold Collective, the gathering featured DJ sets from Coco&Breezy and Austin Millz. A step-and-repeat showcased the new product in glowing light boxes.

Heineken Silver’s packaging set the tone for the event, which included a room with custom projections.

South Florida retail, entertainment, and dining venue CityPlace Doral recently launched an Instagrammable art installation made from 1,300 rainbow-hued umbrellas floating above a main boulevard. Visitors were encouraged to snap a selfie and tag @CityPlaceDoral and #umbrellasovercityplacedoral for a chance to be featured on the center’s social media. The umbrellas will be on display through June 30.

Coach celebrated the launch of Coachtopia, a new sub-brand focused on "circular craft and collaborative creativity," as the brand puts it, with an intimate dinner at a private loft in New York City on April 20. In line with Coachtopia’s values, each dinner element was curated with circularity in mind. Tablescapes featured chargers made from pressed scrap leather alongside locally sourced decor, while all signage and pedestals were made from previous Coach displays that would have otherwise been disposed of. Menus were crafted from seed paper, which guests could later plant.

Jen Monroe of Bad Taste curated a bespoke Coachtopia-inspired menu featuring a blooming flower tea paired with interactive crudités and circular pain d’epi; chicken with wild morels, fiddlehead ferns, and sweet peas; a toasted genmaicha meringue dessert with brandy flambée and fig leaf ice cream; and blue sky, jasmine cloud, fire, and coconut mignardises.

Starz hosted its season-two premiere of its series Blindspotting on April 11 at NeueHouse in Los Angeles. Event producers Westhaus aimed to create a functional premiere space within NeueHouse’s Studio A that worked for both a proper screening and Q&A as well as a reception. The design was inspired by the series’ Oakland setting, with the city skyline appearing on various creative elements.

The Oakland setting was also evoked through entertainment from a NorCal-native DJ, along with a menu of Bay Area soul food—including mini It’s-It-inspired ice cream sandwiches, a nod to the popular San Francisco brand, and a signature cocktail called “Thizzly Bear," a twist on the Oakland-invented mai tai. For the color palette, Westhaus leaned into the series’ key art, and used yellow as a pop of color across all graphics and florals.

AT&T, in partnership with the NBA, enlisted actress Issa Rae to show appreciation for its customers ahead of the NBA Playoffs on April 15. The pop-up—a 20-foot gumball-inspired experience at The Grove in Los Angeles—gave AT&T customers the chance to win tickets to the NBA conference finals along with other prizes, including signed NBA player basketballs, Google Pixel devices, and more. (Winners of the AT&T 5G-branded basketballs won a whopping $5,000.) AT&T customers scanned a QR code from their phones, releasing a color-coded basketball that correlated with a certain prize category.

During this year’s SXSW, hard seltzer brand White Claw created the White Claw Shore Club at the Sunset Room in Austin. Guests were treated to several interactive touchpoints, including a 10-foot LED wall and a White Claw can wave photo op, as well as bites from local Austin food trucks and giveaways such as limited-edition posters. Attendees could also enjoy the new White Claw vodka and soda flavors.

The White Claw Shore Club also saw performances from Tenille Arts, Madison Cunningham, Zach Person, Pheelz, Calma Carmona, and Abraham Alexander, along with immersive murals from artist Brendan Monroe. G7 Entertainment Marketing handled the event planning, execution, and talent booking, while Black Ops Productions handled fabrication, Noonah handled the LED wall, and VCCP served as creative consult.

The season four premiere event for HBO’s Succession was held atop Jazz at Lincoln Center in New York earlier this month. The event featured design and florals from David Stark Design and Production, with moody blue tones and a skyscraper decor theme inspired by the show’s NYC setting. The event’s food was also an appropriate choice for the show’s wealthy characters: sushi from the three-Michelin-starred restaurant Masa, along with caviar served from miniature ice cream cones and a live jazz performance from Dominick Farinacci.

Oversized florals were held in vases that also resembled skyscrapers.

To celebrate ByteDance's 11th anniversary, Innovate Marketing Group arranged the production of multiple installations at ByteDance and TikTok offices in 13 cities and four countries across the world. The floral- and greenery-filled displays served as a fun photo op for employees to mark the anniversary.

To celebrate Augustinus Bader’s five-year anniversary, along with its new spa opening at The Webster, the skincare brand worked with Food Truck Promotions to produce a mobile pop-up in New York's Soho neighborhood. The eye-catching blue truck offered complimentary deluxe sample kits, as well as blue smoothies prepared with AB's "The Skin" supplement. The first 20 guests were surprised with full-size products, while all attendees had a chance to win a free facial at The Webster. Over three days, the pop-up went through a total of 1,500 samples and garnered 2 million social impressions for the Augustinus Bader brand.

To help launch the brand-new luxury cannabis brand BLISS, Stoelt Productions designed and produced a brand experience at Deliah in West Hollywood on, appropriately, April 20. The arrival moment, finished in brushed gold metal and mirrored acrylic, featured an LED-backlit reverse cutout of the BLISS logo, with a boxwood interior and backlit LED logos on the returns.

Inside, a focal point was a three-tiered gold acrylic display with inset LED logos covered with florals. It was designed to be organically integrated into the space, following the room's lines and soffit above.

The stage, meanwhile, featured an LED-lit, eight-by-eight-foot brushed gold backdrop, and the permanent DJ booth was clad with a custom gold surround. Other touchpoints included a Champagne tower, a vintage photo booth experience, an ice sculpture, and branded blackjack tables with Gatsby-themed dealers and florals.

The St. Regis New York has debuted a partnership with Searchlight Pictures to celebrate Chevalier, the new film set during the era of Marie Antoinette. The hotel brought the movie to life via the Chevalier Suite, a space inspired by 18th-century Paris with antique furniture, sculptural busts, candelabras, and vintage rugs. A dramatic fireplace floral installation speaks to Marie Antoinette’s love of flowers, and potted topiaries draw on the gardens of Versailles; there’s also framed artwork from the film throughout the space. Nodding to the musical themes of the film, the suite also offers vintage music books, a violin, and a gilded music stand. The suite is bookable until May 31.

The St. Regis New York is also hosting a Chevalier Afternoon Tea, priced at $150 per person and available through May 7. The patisserie-inspired tea experience comes with a sweet and savory menu and a live violinist. There’s also a pop-up shop by paper flower brand The Green Vase, which created a custom Chevalier Rose inspired by the film.

Last month, TikTok brought together its women-identifying creators in four cities—Los Angeles, Washington, D.C., New York City, and Austin—to connect and share their stories. Each event opened with a panel of women in different industries who imparted words of wisdom.

The events, which were planned by Innovate Marketing Group, featured colorful backdrops for content creation.

Last month, Ultra Music Festival, the electronic music festival located in the heart of downtown Miami, partnered with Volcan X.A, a new tequila brand part of Moët Hennessy. X.A had its presence all across town, showing up in various activations and nightclubs both at the festival and around town. In an eye-catching moment, brand ambassadors carried around the bottle with sparklers on top.