33 Cool Event Ideas You May Have Missed From Lexus, Zappos, Nike, and More

On Nov. 1, Carlos Eric Lopez, the Mexican American photographer and founder of Cura Lita, hosted his fourth annual Día de Muertos Gala at Paramount Studios in Los Angeles. With the theme “Hecho in Hollywood,” the event was a tribute to Latino culture and its impact on the arts. Celebrating the cherished Día de Muertos tradition of honoring family who have passed and bringing together chosen family, the annual celebration honored actress Eva Longoria with the Premio Vida y Legado (Life and Legacy Award). This year’s star-studded event was presented by longtime partner Tequila Don Julio.

Host Lopez welcomed guests of the gala as they entered the immersive space, which had cinematic scenery stemming from the creative vision of Oscar-winning production designer Eugenio Caballero. During the dinner, attendees were treated to a performance of the traditional Día de Muertos folk song “La Llorona” by Isabela Merced, and a special dance performance by former Dancing with the Stars dance partners Xochitl Gomez and Val Chmerkovskiy. Grammy winner Miguel performed at the after-party, and guests watched a montage of loved ones lost during “Remember Me” from the Academy Award-winning film Coco. CAA Latino served as the event’s agency partner.

In another standout Día de Muertos moment, Tequila Don Julio hosted a global celebration that blended artistry, culture, and heritage. Under the creative direction of renowned Mexican artists Betsabeé Romero and Juan Rentería, the brand unveiled larger-than-life ofrendas—beautifully adorned altars—in eight cities around the world. At the U.S. activation (pictured) in Venice Beach, Calif., programming included live performances by a mariachi band, storytelling dances by Casa de la Cultura Maya, and opportunities for visitors to leave personal notes in memory of loved ones. The Los Angeles ofrenda also featured the Tequila Don Julio 70 Añejo Cristalino Artist Edition bottle by CFDA award-winning fashion designer Willy Chavarria, whose design reimagines classic Catrina imagery with a modern twist, paying homage to the essence of Día de Muertos.

The ofrendas appeared in seven other cities around the world: Bogotá, Colombia; Cape Town, South Africa; London; Melbourne, Australia; Mexico City; Mumbai, India (pictured); and São Paulo. Each ofrenda blended classic holiday elements like marigold flowers with modern interpretations, paying homage to Mexico’s rich heritage and the brand’s founder, Don Julio González, while also capturing the unique spirit of each host city.

Google recently unveiled a new, permanent space at its store in New York's Chelsea neighborhood that merges technology, architecture, and design to offer a unique interaction with AI. Designed to introduce Gemini, an AI-powered bot, the experience allows visitors to engage with the bot, asking questions while the room responds dynamically. Light, color, and digital content shift in real time to create a fully integrated, multisensory experience. It was designed in collaboration with Media.Monks and Google, and features fabrication by Stoelt Productions.

The Humane Society of the United States' "To The Rescue!" Gala was held on Nov. 1 at Cipriani 42nd Street. This was the 15th year of the gala, which Eventique has produced since its inception. Because it was also the organization's 70th anniversary, the team featured some of its milestones at the entrance, which doubled as a photo moment.

Fun fact: This was the second year in a row that a dog has co-hosted the Humane Society event. (Last year, Justin Theroux's rescue dog Kuma was a co-host; this year, actor Daniel Henney's rescue dog Juliette co-hosted with him.)

In another fun moment, Amy Sedaris hosted a new segment called "Best Dressed Pet" where guests submitted photos of their pets in various costumes for her to decide who would be bestowed the honor of looking the most dashing. The event also featured performances from Brittany Moore and Mya.

For the stage design, Eventique opted for printed banners and sheer fabrics to create a sense of height in the space while keeping the design lightweight. "The layered sheers served a dual purpose: Front lighting added textured visuals when desired, while backlighting revealed the venue's ornate architecture behind them, adding depth," explained Eventique production designer Taylor Jurell. "To enhance the stage further, animal silhouettes wove between the banners and scrims, amplifying the dimensionality. A center upstage wall featuring the event name and LED neon trim added a bold, focal element to tie it all together."

Crayola sponsored a "make your own flower bouquet" station, which was the hit of the after-party activations.

"Being that the agency has produced this gala for 15 years, and we're in the same venue year after year, the collaboration between the Humane Society and Eventique teams is seamless, to keep this gala fresh for its 400-plus attendees time and time again," said Eventique executive producer Eric Wielander.

In mid-November, media company ATTN—a division of Candle Media—teamed up with experience and media company The Female Quotient to host the inaugural Women in AI Summit at Webster Hall in New York. The half-day summit, hosted in collaboration with Microsoft Advertising, HP Inc., and Amazon Web Services, brought together some of the most influential voices in AI, marketing, media, and entertainment for a gathering designed to foster an engaging and actionable dialogue around the future of AI and its impact on women. Fun signage was used to draw attention outside the venue.

Speakers included author and advocate Chelsea Clinton; supermodel and entrepreneur Ashley Graham; New York City’s first-ever chief technology officer, Minerva Tantoco; and more. Seating for the panels featured a mix of colorful, comfortable couches and chairs.

Jameson is hosting a series of 10 tailgate events this fall, designed and produced by Rose Gold Collective. Fans can use custom scratch-offs to earn swag from a series of branded game-day lockers, which doubled as a photo op.

The events also feature a custom football wall photo booth, plus a football toss where fans can potentially earn a golden ticket and a custom jersey.

Amazon Prime and Grubhub+ hosted their inaugural $0 Day on Nov. 19 at Chicago’s Pioneer Court, with an eye-catching activation as part of their "Delivery's Other Half" campaign. The event spotlighted Grubhub's $0 delivery fee benefit for Amazon Prime members and featured a 12-foot inflatable doughnut, along with complimentary doughnuts, coffee, and hot chocolate from local favorite Stan’s Donuts & Coffee. Attendees were encouraged to sign up for Grubhub+ on site via QR codes, receiving surprise gift cards as a thank-you.

The brands also hosted man-on-the-street interviews capturing consumers' reactions to the membership perks. Leading up to the event, CGI takeovers of Chicago landmarks like Wrigley Field and influencer-driven social content generated excitement, while an LED truck touring the city amplified awareness.

Lexus has unveiled two custom-wrapped, Emerald City-influenced vehicles inspired by the witches of Wicked, each reflecting the unique personalities of their namesakes, Glinda and Elphaba. The Glinda TX is an electric pink with gold accents, pink underglow lighting, and a custom “POPULR” vanity plate, while the Elphaba TX is deep emerald green with bold gold details, green underglow, and a “DFY GRVTY” plate. These bespoke vehicles debuted on the green carpet of the Wicked premiere at LA's Dorothy Chandler Pavilion on Nov. 9.

Also at Wicked's Los Angeles premiere, Absolut Vodka—the film's official spirits partner—worked with 160over90 on a hospitality and experiential integration. The brand served specialty cocktails that each had a magical component to them, including the Wickedly Dirty Martini—featuring a bubble of smoke—and the Ozspresso Martini, which came complete with flames.

At Chase Stadium in Fort Lauderdale, Adidas celebrated Bad Bunny and Lionel Messi's new collaboration with a pop-up produced by Stoelt Productions. Fans had the opportunity to score free limited-edition giveaways, including Bad Bunny x Messi T-shirts, patches, and zines; they could also enter to win the limited-edition collection and enjoy a campaign-themed photo op.

In late October in New York, This is Lester produced an experiential event honoring Warners' 150th anniversary. Aiming to reintroduce the intimate-apparel brand to a new generation and celebrate the company's evolution, the event drew 45 editors, influencers, and Warners executives. Attendees were immersed in the company's history as they explored an interactive timeline spanning 150 years featuring a collection of products from their archives, curated by This is Lester. Kaplow Communications handled PR for the event.

Additional interactive touchpoints included a bra fitting station with a Warners expert, where attendees learned about the different sizes and styles and then received their perfect bra via mail post-event. Guests also participated in a time capsule activity for Warners' archives, filling out bespoke postcards featuring vintage Warners imagery and sharing what confidence means to them today.

CNC Agency helped Nike take on the New York City Marathon in early November, serving up an extra jolt of energy starting at 5 a.m. in the mile 21 Cheer Zone.

In addition to the encouraging signage, the Nike partnership featured a Joe Coffee Company takeover, which recreated custom menus and store designs from cafes in the Upper West Side, Brooklyn, and Long Island.

For another activation at the New York City Marathon, nutrition supplement AG1 worked with CNC Agency to create the AG1 storefront, supplying refreshing beverages for marathon runners and New Yorkers. An AG1-branded truck in Brooklyn also served up energizing drinks during the shakeout run.

Topping it off was the AG1 marathon cheer station, which cheered on runners with fun signage.

Also at the New York City Marathon, Zappos and Allbirds teamed up for their first-ever pop-up to surprise onlookers, and to celebrate Allbirds' new launch on zappos.com. Playfully nodding to the idea that spectating is a sport in itself—due to standing for long periods of time—the brands created a “Comfort Zone” where spectators swapped their shoes for a pair of Allbirds Wool Runner Go, which has a cushioned midsole, foam, and merino wool composition. All shoes left at the pop-up are being donated to Soles4Souls, a partner organization to both Allbirds and Zappos.

The inaugural Neon City Festival transformed Downtown Las Vegas into a hub of music, art, and culinary experiences last weekend, attracting thousands of attendees for a free, all-ages celebration. In addition to performances from the likes of Neon Trees, TroyBoi, Seven Lions, and The All-American Rejects, guests explored immersive art installations curated by AREA15, including neon-lit displays, a striking art car by Henry Chang, and previews of upcoming attractions like the John Wick Experience. Pop-up shops showcased local and unique vendors, while diverse culinary offerings culminated in the Omaha Steaks Culinary Experience. The evening closed with a fireworks display over Plaza Hotel & Casino.

On Oct. 19, Eventique produced Clarins' Double Serum Launch Event on the West Lawn of the Long Center in Austin, Texas, during F1. The concept for this event was to create a watch party for a drone show that would visualize Clarins' Double Serum moisturizer and bring the brand to life in the air, with the Austin skyline as the backdrop.

Guests like Shaun White, Keleigh and Miles Teller, Nara Smith, Lucky Blue Smith, Nina Dobrev, and more got slow-motion videos taken with Cole Walliser, while cowboys helped guests out of their vehicles on arrival and served a barbecue dinner from Terry Black's. Other features of the evening included a swag bar and a DJ/bass guitar performance from Blu DeTiger.

"Every one of our local partners in Austin and every person we came across told us this F1 weekend was one of the busiest in the city's history, and we certainly felt it as well," said Eventique's vice president of strategy and creative, Eric Wielander. "The energy level and push from concept to execution felt as fast as anything that happened on the Circuit of the Americas track."

On Nov. 20 on Rodeo Drive in Beverly Hills, Armani hosted a buzzy event celebrating the new Giorgio Armani Fiat 500e. The car, which was parked on a red carpet in front of the store, celebrates the famed designer with unique wheels inspired by the Armani logo, refined materials and luxury details for interiors, and two limited-edition colors: dark green and ceramic greige. The event drew VIPs including will.i.am, Ashley Park, and Giancarlo Esposito, and featured a set by DJ Shai. It was co-produced by RDL Worldwide and Phoenix Media Group, while Stoelt Productions led production design, fabrication, and on-site support.

On Nov. 8, NBC hosted an exclusive screening event on the Universal Studios lot as a special thank-you to medical professionals in celebration of the network's newest workplace comedy, St. Denis Medical.The experience featured cast appearances by Allison Tolman, Kahyun Kim, and Kaliko Kauahi along with industry VIPs, and gave guests an exclusive peek into the new series.

The screening event, created by NBC in collaboration with NVE Experience Agency, also featured relax-and-recharge stations with on-site masseuses, complimentary merch, a curated menu by NBCUniversal’s Bon Appetit Catering, a hospital badge ID photo opportunity, and more.

In mid-November, Loiter and WWE presented the ultimate wrestling-meets-fashion experience at the first-ever ComplexCon Las Vegas. Inspired by WWE’s iconic "Hell in a Cell," the fully caged booth featured an epic "Raw is War" entrance, perfect for photo ops and a nod to one of WWE's most legendary eras.

Inside the booth, fans got an exclusive first look at the Loiter x WWE clothing collection, participated in interactive games including ultimate fan trivia and the claw machine, and got to see WWE’s biggest superstars up close and in person.

At this year's SEMA convention in Las Vegas, GDX Studios hosted a coffee truck takeover, offering complimentary coffee and hot chocolate courtesy of FLEX power tools. Convention attendees could enjoy their beverages while witnessing FLEX's power buffer in action and interacting with brand ambassadors. These ambassadors were on hand to provide information and encourage attendees to visit the FLEX booth on the convention floor to learn more about the full product line.