24 Cool Event Ideas You May Have Missed From Spotify, CÎROC, Instacart, and More

In late June, Max and Spotify teamed up to celebrate Black Music Month with their "Shaped by Sound" event. Held at New York's Hall des Lumières, the event spotlighted the relationship between Black music and entertainment via three themed rooms using 360-degree projection mapping technology.

In one room, projection mapping showcased iconic concert moments, while another room spotlighted classic ‘90s sitcoms from the Max library. In a third space, various film and TV scenes were paired with music videos of the songs being played in the scenes. Guests could learn about the creative process behind the pairings.

The event also featured exclusive performances from Cash Cobain and Monaleo, plus custom DJ sets and limited-edition T-shirts.

On July 23, Gladiator Productions supported beauty client Naturium with a party celebrating the brand's recent launch into Ulta Beauty. The event venue's exterior was transformed with Naturium's signature orange hue.

Inside, Gladiator Productions spotlighted brand content on an LED screen and via projection mapping.

Attendees were also able to enjoy activities such as a branded ring toss (pictured), a bracelet-making station, and a classic photo booth. The evening also featured a DJ and catering.

On July 6, CÎROC Limonata hosted a summer kickoff at the "Limonata Villa" in Malibu, Calif. The event aimed to turn the picturesque Malibu coastline into an Italian dreamscape—while also evoking the brand's tangy citrus and Italian lemon flavors.

The day was filled with live music, gourmet bites, and, of course, an array of CÎROC Limonata cocktails.

On July 10, Disney Branded Television hosted its premiere event for Descendants: The Rise of Red on The Walt Disney Studios Lot in Burbank, Calif. A 60-foot step-and-repeat was designed to look like the Queen of Hearts castle walls, featuring towering spires, dimensional logos, and over a hundred fresh roses. Another red carpet highlight? “Dancefluencers” TwinSauce collaborated with the Disney Branded Television social team for a surprise flash mob moment.

Producers Mirrored Media designed three photo-ready vignettes inspired by the movie: the Queen of Hearts throne, a rose topiary from the castle’s garden, and a graffiti wall pulled from the film. A 360-degree video moment also helped create memorable, shareable moments on the carpet.

The premiere itself took place in a custom-built theater inside an adjacent soundstage. Six hundred seats were surrounded by red drapes and red carpet, custom Descendants banners, bespoke lighting, 5.1 immersive surround sound, and a 50-foot silver screen.

After the screening, guests were led out of the theater by the Queen’s dancing army and into an adjacent soundstage for the after-party, which they entered through 10-foot-tall storybook pages. Entertainment highlights included dancers, a DJ, a Wonderland-inspired dance floor, large castle turret lighting elements, and surprise performances by TwinSauce and Millennium Dance Company featuring pyrotechnics. Every element of the party was inspired by the film, including a multi-tier castle main stage with a rose-clad DJ booth, a main bar with a towering castle back bar featuring family-friendly cocktails and bubbling Merlin’s cauldron, and small bites pulled from the film—including magical cupcakes from the film’s cookbook. For an added fun touch, glam stations offered hair tinsel, face gems, and temporary tattoos.

Taking over two soundstages, the event featured 31,000 square feet of carpet surrounded by 20,000 square feet of 32-foot-high drape, creating a red canvas with projected graffiti layered on the walls.

At Cannes Lions last month, Instacart hosted an eye-catching brand activation along the Croisette: a giant Instacart shopping bag prop that brought the brand's "Grow Your Business with Instacart" theme to life. Festival attendees also had the chance to participate in an AI-powered smart cart (Caper Cart) demo with giveaways including iced coffee in the morning, sparkling water during the day, and canned wine in the afternoon.

For the premiere of the new film The Bikeriders, Focus Features turned to Westhaus to produce a screening at the TCL Chinese Theater followed by an after-party at Bar Marmont at Chateau Marmont. The screening’s media wall was a horseshoe layout with three different walls, each featuring designs that highlighted the key art and era with a retro-inspired grainy overlay. Westhaus opted for large, 3D hero logos and worked with Harley-Davidson to bring motorcycles into the space.

Another media wall featured vintage motorcycle gas tanks, also provided by Harley-Davidson. Westhaus also helped coordinate a stunt motorcycle ride-up with the client, the film's stunt coordinator, and city departments, which took place before talent walked the carpet.

The after-party had a biker bar aesthetic with retro props, vintage biker gear, funky plants, and Americana decor. Carmelized Productions catered the event, serving classic Jon & Vinny's cuisine, while DJ Mr. Best entertained the crowd.

From July 12-13, Food Truck Promotions partnered with NEST New York to bring the brand's first-ever pop-up event to the streets of SoHo in New York. Over two days, the Grapefruit Squeeze pop-up truck served complimentary grapefruit lemonade and mini NEST candles.

The branded vintage truck was adorned with a large floral installation and displayed NEST's juicy grapefruit collection. Visitors could scan a QR code to sign up for SMS updates, and upon showing their confirmation text, they received their gifts. In total, the team served 2,400 samples while also encouraging attendees to discover and shop more of the NEST collection across the street at Bloomingdale's.

Coca-Cola brought its marquee event Beats, Cleats & Eats back to the MLS All-Star Soccer Celebration in Columbus, Ohio. Supported by 160over90 across experiential and partnerships, the full-service, integrated campaign featured multiple activation touchpoints.

Highlights included an immersive robot camera opportunity, MLS legend appearances, a Coke Studio listening booth, custom graffiti soccer balls, and Coca-Cola product sampling. In collaboration with MLS, the Beats, Cleats & Eats Concert featured upcoming neo-soul and alternative music artist chlothegod.

The fourth stop of the adidas Fútbol Society took place in the Echo Park neighborhood of Los Angeles June 27-30. Produced by Stoelt Productions, the activation featured the "adidas el mercadito," packed with over 20,000 props and a tented outdoor area with a large LED screen and a stage for two Copa América watch parties. Guests received custom aFS Loteria cards, giving them access to the Beno fridge packed with Jarritos beverages, ice cream bars, and cut fruit; the space also featured hair braiding and manicures, a selfie station, and an adidas merch customization station.

Stoelt Productions also produced the fifth stop of the adidas Fútbol Society tour, which returned to Miami's Wynwood arts district July 12-15. Taking over a 6,000-square-foot free-standing space, this stop brought to life the terrace culture in Miami and was focused on the final two matches of Copa América and the showdown between the two adidas-sponsored clubs, Argentina and Colombia. Once again, the event featured a massive LED wall for viewing parties, along with a barbershop, an asado station, gaming tables, and a large outdoor block party.

On July 11, men's basics company Pair of Thieves celebrated its 10th anniversary in New York's Washington Square Park. Founders Cash Warren and Alan Stuart, along with the brand's mascot, the bandit bear, handed out more than 5,000 pairs of socks to passersby. The goal? To raise awareness for local nonprofits, including groups supporting vulnerable students, veterans and wounded warriors, LGBTQIA+ youth, individuals facing mental health issues, victims of domestic violence, and more. The event marked the introduction of Pair of Thieves' new charitable initiative, which will give away 100,000 pairs of socks in partnership with 10 organizations across the country to support underserved groups and minorities.

For LIV Golf's largest domestic tournament to date in Nashville, Tenn., 160over90 produced the Fan Village that included F&B, a kids zone area with interactive musical elements, and multiple fan engagement touchpoints—including a driving range game using the same range as the LIV Golf players, a replica TV broadcast experience where fans could make their predictions on camera, a giant red cup of sweet tea for a lucky few to get dunked into to beat the heat, and a Hole-in-One putting experience where fans could slide a putt down the fretboard toward the sound hole on a 70-foot-long guitar.