26 Cool Event Ideas You May Have Missed From Beyoncé, Frito-Lay, Adidas, and More

Rosé Day Los Angeles took place in late June at King Gillette Ranch in Calabasas, Calif. The annual summer bash featured first-time DJ headliner Guy Gerber, plus a surprise rose petal drop from a helicopter along with a series of social media-friendly, flower-filled photo ops. Billed as a luxury picnic, this year’s event drew more than 3,000 guests including Aaron Paul, Evan Ross, Brittany Snow, Macy Gray, and Tom Felton.

The summer kickoff experience was filled with luxury brand and fashion activations, art installations, food pairings, Instagram-worthy moments, games, and gourmet food trucks, all set against the stunning backdrop of the Calabasas Hills. The ownership team is composed of production and hospitality veterans including producer and entrepreneur Ben Biscotti (co-founder and president of 1iota Productions); hospitality veterans Sylvain Bitton, JT Torregiani, and David Jarrett (Warwick and new Rodeo Drive hot spot The Hideaway); event planner and designer Tony Schubert (Event Eleven); and famed chef, two-Michelin Star recipient, and Food Network’s Iron Chef America contestant Marc Forgione. Create Entertainment handled PR.

Many sponsor activations tied into the theme with flower-covered displays, including a rose quartz Bentley Bentayga adorned with florals.

On July 11, Frito-Lay Canada hosted the “Wild Wild Cheetle,” a wild-bucking Cheetos bull for fans to ride in Calgary. Located within a Frito-Lay Bullpen, the giant mechanical “bull” let fans take a ride before enjoying cheekily named snacks including the “Cheetos Was His Nameo” hot dog, the “Ruffles Cruncharoo” sandwich, and the “Yippe Ki Lay’s” doughnuts.

Also at the bullpen was the giant Cheetle statue, a Cannes Lion-winning stunt that first debuted in Cheadle, Alberta, last year. Frito-Lay Canada worked with creative agency Motive on the activation.

Food Truck Promotions recently partnered with cosmetics company Amorepacific to take popular K-beauty brands LANEIGE and innisfree on tour. The vibrant glass truck hit nine cities across the East Coast, with 12 activation days throughout the month of June.

The colorful experience took skincare to the streets by transforming a glass truck into what the team describes as a "luxury dream space" where guests could learn about both brands’ top-selling products and enjoy glazed doughnuts, fun photo ops, and exclusive giveaways. Attendees also received scratch-off cards that led them to shop the brands in store at Sephora. Overall, the tour garnered a total of 50 million impressions.

In celebration of Beyoncé's Renaissance World Tour's two-night residency at Toronto's Rogers Centre, Canadian fashion and lifestyle retailer Holt Renfrew opened the "Renaissance Flagship" on Bloor Street from July 5-11. First conceived in London, the pop-up installation produced by Beyoncé's Parkwood Entertainment celebrates the fashion of the Renaissance album and tour. A chromed formation housed a 21-piece memorabilia edit, featuring never-before-seen apparel and accessories, sold for the first time in North America.

On July 19, St-Germain Elderflower Liqueur and creative director, costume designer, and entrepreneur June Ambrose celebrated the launch of the Avant Garden Party Kit at PUBLIC hotel in NYC. The floral-filled gathering celebrated the kit, which was curated by Ambrose with garden party-ready essentials from some of her favorite Black- and woman-owned brands; it is available now for purchase on the St-Germain website for $250.

Netflix opened Netflix Bites, the brand’s first-ever food experience, in Los Angeles on June 30. The pop-up space, which is running for a limited time at Short Stories Hotel, is spotlighting acclaimed chefs from popular Netflix series such as chef Curtis Stone, who is collaborating with other Netflix chefs including Dominique Crenn, Rodney Scott, Ming Tsai, Ann Kim, Nadiya Hussain, Jacques Torres, and Andrew Zimmern. The culinary experts teamed up to create a special tasting menu, which guests enjoy in the colorful branded space.

The Anaheim Ducks hosted their 2023 NHL Draft Watch Party, presented by Honda, at Brewery X Biergarten at the city's Honda Center—and became the first professional sports team to utilize Proto Hologram to instantly beam in their draft pick, Leo Carlsson, live via hologram from the NHL Draft in Nashville to the team's draft party. Fans, executives, and media members had the opportunity to interact live with Carlsson, in life-size volumetric 4K, just as if he was in the room.

Travel and lifestyle brand BÉIS teamed up with creative agency MKG for its second-ever brick-and-mortar pop-up experience—playfully dubbed The BÉIS Hotel—which is running on Venice, Calif.’s popular Abbot Kinney Boulevard from July 7-29. Working with BÉIS, MKG transformed a blank gallery space into an elevated experience that mirrors a luxury hotel, complete with a lobby and check-in desk, an elevator, a guest room, and an outdoor terrace featuring a life-size graphic of the beach.

Throughout the immersive space, shoppable BÉIS luggage is integrated in natural but stylish ways, encouraging guests to explore and shop the collection, pose for photos, find branded Easter egg moments, and more. Brand ambassadors on hand act as hotel employees, guiding guests through the pop-up and answering questions about the collection.

Another fun touch? The outside of the building has been transformed to mimic a piece of BÉIS luggage. The three-week Los Angeles activation marks the first stop on a summerlong pop-up tour for BÉIS; the activations will continue at Fairmont Pacific Rim in Vancouver from Aug. 7 to Sept. 4 before traveling to Dallas in September.

Stoelt Productions partnered with Jam3 to produce a vintage, mobile shopping experience dubbed "Soccer Selects" for Adidas at the Major League Soccer All-Star Celebration in Washington, D.C.

Over the course of four days, guests shopped at adidas.com—and following their purchase were able to pick one vintage Adidas item off the truck for free, snap a pic in the avant-garde photo moment, and grab an iced coffee. The activation featured both new and vintage decor, foosball tables, fashion- and photography-focused books, and soccer memorabilia.

Event agency Roxstar Entertainment recently hosted a special media and influencer event for Jaguar Canada. The goal? To bring awareness to and promote the final model year of the Jaguar F-Type and Jaguar F-Pace as the luxury car company continues to shift production to electric and hybrid models. The “Vine & Dine” series is a two-market program, with the first event held on July 22 at Adamo Estate Winery in the countryside north of Toronto. (The second event will be held at Cannon Estate Winery located in Abbotsford, British Columbia, on Aug. 20.)

The Ontario kickoff at Adamo Estate Winery was an invite-only experience for 70 VIPs, who enjoyed an afternoon of wine tasting, estate tours, and a chauffeured driving tour of the wine region in a 2023 Jaguar F-Type or F-Pace model. Dinner, which offered a scenic overlook of the winery’s grape fields, featured a farm-to-table menu with signature Adamo wines paired with each course. The event, which also featured a convertible Jaguar F-Type photo booth, was co-hosted by Canadian actor, photographer, and influencer Lauren Howe.

For the launch of its new SPF product, Naturium worked with Gladiator Productions on a pool party in Los Angeles. Drawing 150 VIPs, the party featured pool floats designed to resemble product bottles, plus branded neon visors and custom logo signs positioned on the pool's edge.

160over90 supported Coca-Cola's partnership with MLS through their marquee event, Beats, Cleats & Eats, at the MLS All-Star Soccer Celebration on The Wharf in Washington, D.C. from July 15-16. The beverage brand took over Transit Pier with multiple activation touchpoints across brands and partners including Captain Morgan, Campbell's Snacks, Smartwater, BODYARMOR, JLab, and DoorDash. The event drew 3,000 people and distributed 4,500 samples.

On June 24, over 400 guests attended the launch party for the new ultra-premium tequila La Caza Tequila; the event was produced by Native Experiential. Evan Tate of Tate Farms, who was just featured on Food Network’s Chopped, curated the culinary experience for the evening, featuring a spit-fired pig roast, an oyster shucker, and Jalisco-inspired small bites to complement the La Caza cocktails.

King Ranch also joined in on the party with a Saddle Shop pop-up with their goods available for purchase. Entertainment was provided by local singer Jacob Alan Jaeger, plus a DJ set from Electrophunk.

Rare Beauty's disco ball-themed float at the LA Pride Parade tied into the brand's tagline of “Shine Your Brightest." Gladiator Productions was inspired by the idea of a disco ball being individual pieces coming together to make something bright and beautiful, representing the power of the LGBTQIA+ community during a time of extreme adversity.

Gladiator Productions also produced Jean Paul Gaultier's NYC Pride presence this year, which ranged from festival pop-ups to VIP dinners to an eye-catching presence at the parade itself.

On July 10, Sports Illustrated presented The Golf Classic, a VIP golf outing at LA’s Angeles National Golf Club. The annual event—which at 19 years is one of the longest-running lifestyle golf events in the country—partnered with the media brand for the first time this year for the scrimmage-style tournament that raises funds for UCLA Mattel Children’s Hospital. The Golf Classic pairs executives and entertainment industry VIPs with celebrity guests; this year’s attendees included special guest host Austin Reeves of the LA Lakers, who was joined by Metta World Peace, Joe Haden, Brody Jenner, Skeet Ulrich, Ryan Hansen, and more. The 120-participant tournament was conceived of and produced by experiential marketing agency ENTER.

The Golf Classic also hosted a number of fun sponsor activations, including pouring stations throughout the course presented by Casamigos, plus Saint James Tea, Celsius Energy, Flying Embers Hard Kombucha, and Hello Soju. Mezcla and Liquid Death were also offered to guests, along with Drip Hydration Protein shots and a Hyperice massage area for on-site wellness relief. Other sponsors included BMW, L’Ermitage Beverly Hills, Beyond Meat, Uncle Paulie’s, Goodr, and more.