50 Cool Event Ideas You May Have Missed From TOMS Shoes, Mattel, Barstool Sports, and More

From May 8-18, TOMS Shoes launched a dual-location pop-up activation in partnership with La La Land Kind Cafe at both The Grove and Santa Monica locations in Los Angeles. Produced with creative agency AKJOHNSTON, the activation blended the missions and aesthetics of both brands to create an inviting, kindness-forward experience.

Each cafe underwent a full visual transformation featuring soft blues and cloud whites to match the aesthetics of both brands. Inside, customers could explore TOMS' spring shoe collection through an in-cafe shopping app.

Custom cups, hearts, lids, and even minor details like heart-shaped lid stoppers further blended the two brands. Guests were welcomed with signature drinks—including the exclusive TOMS Cup of Joy—and early attendees received free TOMS sunglasses.

The activation also marked the launch of TOMS’ new “Casting Call” campaign, a nationwide search for a family to represent the brand. Attendees were invited to submit entries on site, complete with photo captures and short interviews about their connection to TOMS.

Aligned with National Foster Care Month, the activation also included a charitable component: a donation from TOMS to the La La Land Foundation, which supports foster youth.

On May 11, Max brought a creative twist to Mother’s Day with "Mothers of Max," a public floral art installation in New York City’s Chelsea Triangle Plaza. Produced in partnership with floral design studio East Olivia and Colombian artist Federico Uribe, the activation reimagined four of the network’s most iconic on-screen mothers—Victoria Ratliff (The White Lotus), Daenerys Targaryen (Game of Thrones), Carmela Soprano (The Sopranos), and Deborah Vance (Hacks)—as towering floral sculptures. Each figure was crafted using a mix of preserved and fresh materials, with nearly 20,000 stems used in total to evoke the layered personalities of the characters through distinct color palettes and textures.

The event was designed as both a photo-friendly installation and an interactive fan experience. Guests could take photos with the sculptures and create their own complimentary bouquets by selecting flowers directly from the displays. The sculptures included storytelling-driven elements such as tropical palms and lotus flowers for Ratliff, fiery reds and blacks for Daenerys, and classic Italian botanicals for Carmela. Overall, Max gave out around 1,200 bouquets throughout the day.

24 Carrots Catering & Events recently hosted a reintroduction of The Colony House in Anaheim, Calif., unveiling the venue’s refreshed aesthetic and a brand-new outdoor pavilion. The event was designed as a sensory exploration of contrasts, showcasing the versatility of the updated space through food, drink, and design. Guests were invited to “re-experience” the venue through a series of interactive culinary stations and cocktails that played on themes of duality—hot and cold, sweet and savory, soft and sharp—mirroring the venue’s new design direction.

The experience featured imaginative food stations such as "Slowly...and Then All At Once," which celebrated mushroom-based dishes like truffle mushroom soup dumplings and maitake cakes; and "Shaken & Stirred," a dessert bar inspired by cocktails, offering items like soy sauce caramel ice cream sandwiches and lemon drop sponge cake.

Custom lounges by Found Rental Co. framed the venue’s interior, while 24 Carrots Design provided intricate floral installations and signage. The event also featured lighting by Premier Lighting, entertainment by Dart Collective, linens from Luxe Linen, and additional details from The Bleu Dahlia and Gen X Graphics. The Colony House can hold as many as 400 people for events.

On May 9, Genesis debuted its latest seasonal installation, "The Forest Within," in partnership with Gwyneth Paltrow at its flagship Genesis House in New York. The immersive wellness experience reimagines the venue’s Cellar Stage as a meditative journey rooted in Korean heritage, nature, and holistic design. Paltrow collaborated closely with Genesis to develop a multisensory environment inspired by Korea’s landscapes and cultural reverence for nature, particularly the tiger, a symbol of protection and resilience.

Upon entering, guests are guided by Paltrow’s narration through a symbolic Korean forest—a maze of lush greenery, rocky formations, and sensory elements inspired by the Sobaek Mountains. The experience blends digital and physical environments through LED visuals, textured pathways, ambient sounds, and botanical scents. Visitors are gradually led to a tranquil meditation meadow anchored by a reflective pool, where they can pause for quiet reflection and mindfulness.

Floral artist Jeff Leatham collaborated with Paltrow and Genesis House to bring the installation’s visual identity to life, drawing from Korea’s native flora and incorporating one of Paltrow’s favorite flowers, the peony. "The Forest Within" is open to the public through June 29, and guests can further immerse themselves through seasonal food and beverage offerings available at Genesis House Restaurant during the exhibit’s run.

Dr.Jart+ hosted a colorful pop-up in LA at The Americana at Brand May 9-26. The activation celebrated the launch of the new Every Sun Day Sun Stick while spotlighting fan-favorite products from the Ceramidin, Cryo Rubber, and Cicapair lines.

The vibrant pop-up was styled after a Korean mini-mart. Shoppers could explore curated product displays, test skincare favorites, and experience K-beauty firsthand through design details inspired by everyday Korean convenience stores.

On May 2, the Breast Cancer Research Foundation (BCRF) held its 19th annual Boston Hot Pink Party at Fairmont Copley Plaza, raising over $2 million to fund breast cancer research led by more than 260 scientists worldwide. The evening combined philanthropy with celebration, honoring leaders in the field while bringing the community together in support of BCRF’s mission.

With a design by Rafanelli Events, the gala featured vibrant decor aligned with the hot pink theme. The program included the presentation of the Carolyn Lynch Humanitarian Award to BCRF scientific director Dr. Judy E. Garber, as well as the Roslyn and Leslie Goldstein Unsung Hero Award to Debbie Moody. Guests also enjoyed a live performance from the yacht rock tribute band Three Sheets to the Wind.

On May 8, health and wellness brand Thorne launched its first-ever public pop-up activation in New York City’s Flatiron Plaza. Produced by experiential agency Optimist, the "Just Add Water" experience highlighted the importance of hydration while promoting Thorne’s new Daily Electrolytes product. The activation served as a physical extension of the brand’s latest sports performance campaign—starring tennis pro Ben Shelton—which is currently featured across digital and out-of-home platforms nationwide.

The space featured hydration education stations, flavor sampling taps with three varieties of the electrolyte blend, and consultations with Thorne’s in-house medical experts. Over 1,500 samples of Thorne Daily Electrolytes were distributed.

Roving ambassadors engaged passersby, extending the experience beyond the footprint of the plaza.

Last month, Wingstop brought its new Crispy Tenders to life with Bar Tender by Wingstop, a two-day pop-up experience in Brooklyn that reimagined the classic bar concept—swapping cocktails for chicken tenders in 12 flavors. Produced in partnership with Factory360 and VaynerMedia, the activation invited guests into an immersive, flavor-forward environment that placed the new menu item at the center of every interaction.

The space featured custom design elements inspired by the flavor profiles, plus creative brand collaborations ranging from beverages to beauty. Highlights included a Mukbang Station with popular food influencers and live sets from DJs like Miss Milan, creating an energetic, highly shareable atmosphere. Over the course of two days, the event welcomed more than 800 attendees and served 4,000 tenders.

On May 10, Gold House hosted its fourth annual Gold Gala at The Music Center in Los Angeles, bringing together over 600 influential figures from the Asian Pacific community to honor the 2025 A100 List. The list celebrates trailblazers, innovators, and lifetime achievers across industries, with this year’s gala centered on the theme “First Lights.” Sequoia Productions brought the concept to life with a cohesive gold and white design palette, incorporating white florals, gold-accented furniture, and striking visual elements throughout the venue.

Guests arrived via a gold carpet staircase before exploring a series of interactive brand activations, including a "GoldBot" photo moment in front of a Genesis GV80 coupe (a twist on the GlamBot with Cole Walliser), a character meet-and-greet with Pikachu, and a Maybelline photo setup. Hennessy offered a roaming cocktail cart with bottle engraving.

There was also a three-course dinner, curated by James Beard Award-winning chef Lord Maynard Llera and presented by OpenTable. The evening included stage presentations recognizing honorees such as Jon M. Chu, Megan Thee Stallion, Laufey, Tsunekazu Ishihara, and Ang Lee. The celebration continued with a karaoke-fueled after-party co-hosted by Billboard and headlined by Anderson .Paak (DJ Pee .Wee), with late-night bites from Panda Express and prizes from Rakuten Viki’s custom claw machine. Guests left with curated gift bags featuring products from The Whoo, Everlane, Gap, and more.

Cointreau marked the return of its popular "Lime of Credit" campaign this spring with an expanded sweepstakes and a new experiential activation in New York. Running through May 5, the national campaign gave margarita fans the chance to win cash prizes—up to $500—to elevate their home cocktail game. This year’s rollout introduced The Cointreau MargaRight Vault, a one-day pop-up on Cinco de Mayo designed to bring the brand’s message to life through an in-person experience.

The event invited guests 21-and-up to enjoy MargaRight Margaritas, explore exclusive merch, and enter for a chance to win cash.

The Miami Beach Chamber of Commerce hosted its 99th annual Miami Beach Ball at Loews Miami Beach Hotel, welcoming over 600 guests for a black-tie evening themed “From Sand to Sparkle: A Journey Through the Magic of Miami Beach.” Designed as an immersive, multisensory experience, the event used fun touches, like this lifeguard stand photo op, to highlight the distinct energy of North Beach, Mid-Beach, and South Beach. The evening also honored five individuals and organizations—Barry Skolnick, Haute Living, Major Food Group, Gift of Life Marrow Registry, and Luther “Uncle Luke” Campbell—for their contributions to the community.

Appropriately, there was also an archway made from actual beach balls. The event raised funds for the Miami Beach Chamber Education Foundation, which supports public school students with expanded access to education, mental health resources, and career opportunities.

From May 3-4, Brand Like That produced a two-day consumer pop-up for SK-II in New York City’s Meatpacking District, spotlighting the skincare brand’s Pitera Essence. The experience blended beauty and wellness touchpoints, including SK-II gift bags and a branded iced latte truck powered by Nami. The activation drew thousands of attendees—many of whom lined up around the block—as well as influencers and media, garnering over 1 million views on social in just under a week.

At the center of the activation was a custom-built, multisensory SK-II Pod designed to resemble the cap of the brand’s signature bottle. Guests were invited to “step into the essence” by entering the space, which featured a visual, aromatic, and auditory experience.

From April 30 to May 3, Brooklyn-based carbon technology company AIRCO launched "Fuel Store," an immersive pop-up in Manhattan’s historic “Gasoline Alley” that reimagined the future of clean energy. Designed to resemble a Martian-inspired gas station, the activation transformed a NoHo storefront into a futuristic space where visitors could explore how AIRCO’s AIRMADE technology converts carbon dioxide and hydrogen into usable fuels for planes, vehicles, boats, and more.

Working with creative partners including Mythology (store concept and design) and Tall Poppy Studio (campaign and product concepting), AIRCO created a gallery-like retail space featuring bespoke, high-design products symbolizing the different applications of AIRMADE fuel—across air, land, sea, and space. These items were made available for auction, adding an interactive and philanthropic layer to the experience. A standout moment included the distribution of thousands of “Spacewiches,” a futuristic twist on the New York bacon, egg, and cheese, which helped drive foot traffic.

On May 15, Better Homes & Gardens hosted its second annual Color Stars celebration at The Otter at The Manner Hotel in New York City, honoring a group of interior designers known for their bold and inspiring use of color. The event served as both a tribute and a gathering for the design community, spotlighting creatives who bring vibrancy and personality into interior spaces.

The production design emphasized the theme of color through lush floral installations by Julia Testa, sponsored by Endless Summer Hydrangeas. Additional sponsors, including Sherwin-Williams and Explore Charleston, supported the event’s design-forward atmosphere.

CNC Agency produced Pureology’s first-ever pop-up activation to launch the brand’s new Dream Healer Serum, creating a visually immersive experience designed to reflect the product’s restorative effects on damaged, color-treated hair. Held over two days in Los Angeles, the event featured ethereal set design, interactive science-driven stations, and tactile experiences like microscopes, hair strand samples, and bracelet kits—all aimed at translating the serum’s benefits into something guests could see and feel.

The activation began with an intimate influencer dinner on May 2. The following day, the public was invited to explore a fully built-out space on Melrose Avenue, which included product education zones, sampling opportunities, social media-ready photo moments, and branded giveaways. Celebrity hairstylist and Pureology global artistic ambassador Gregory Russell also made an appearance.

On April 30, Stoelt Productions produced Mattel’s first-ever product launch event at Motoring Coffee in Los Angeles. Designed as a content-first experience for influencers and creators, the activation was fully embargoed until the following day, when Mattel officially unveiled the Mattel Brick Shop—a new collaboration featuring Hot Wheels-themed builds from licensed OEM manufacturers. The event space was dramatically cloaked in black fabric at the entry, kicking off a 60-minute countdown to the main-stage presentation, building anticipation for the big reveal.

Inside, guests explored a series of interactive build stations designed for hands-on engagement and social sharing. Three community-build areas allowed attendees to contribute to larger group models, while two custom-build stations spotlighted seven new OEM car models that were launched at the event. Each station included soft lighting panels, mounted cameras, and phone stands to encourage high-quality content creation.

Additional highlights included a Speed Build Challenge; a branded step-and-repeat featuring an 8-foot-long, 50-pound Hot Wheels logo; and a display of luxury vehicles—including an Acura NSX and a Maserati—parked outside the venue to draw attention and photo ops.

ADWEEK’s Social Media Week took place May 12-14 at New York’s Metropolitan Pavilion, drawing 1,500 attendees for a multifloor conference focused on the intersection of social media, advertising, and marketing. Through keynotes, panels, and activations, the event examined emerging trends like the creator economy, social commerce, and new technologies, offering insights for marketers, creators, and brand leaders navigating today’s evolving digital landscape. Highlights included a 360-degree photo activation by AGNYC Productions.

Social Media Week also featured eight on-site activations, including Destination: YouTube, a vibrant, branded lounge featuring DJ sets, creator-focused video content, doughnuts, and prebiotic drinks served in custom koozies.

Other activations included cold brew and cafe seating from Dash Social, a candy cart from Brandwatch, and a ball pit experience hosted by Hootsuite. Inmar Media partnered with Puppy Sphere for bookable puppy hangouts, while Bazaarvoice offered a customizable ice cream station and Kale showcased its wellness products with snack and skincare samples.

In early May, Barstool Sports hosted its first-ever Bet Gala in partnership with DraftKings at the DraftKings Sportsbook in Scottsdale, Ariz. The private event, produced with help from Wasserman Live, brought together Barstool personalities, sports and entertainment celebrities, and DraftKings VIPs for an evening themed around betting and fan engagement.

Moët & Chandon’s Moët Beach activation at Joia Beach in Miami ran May 3-26, extending the energy of Formula 1 weekend into a multiweek branded lounge experience. Designed to blend with the natural waterfront setting while maintaining a polished, luxury feel, the build centered around a custom-fabricated beach hut bar with red scalloped trim, crisp white siding, and Moët branding.

Additional moments included a Moët-branded swing set with hand-wrapped rope and macramé seating, creating a photogenic moment that felt at home in the beach environment. 2R Creative led the creative direction, fabrication, and installation, working closely with Moët & Chandon to unify the look and feel of the space. Designed with longevity in mind, the entire build was crafted to withstand outdoor conditions while maintaining a polished, luxurious feel throughout the multiweek run. (Want to see more highlights from the Formula 1 Crypto.com Miami Grand Prix? Check out our roundup, here.)

Sister agencies Salt Productions and Pinch Creative partnered with Netflix to design and produce the lobby experience for Stranger Things: The First Shadow, which began performances in April 2025 at Broadway’s Marquis Theatre. The installation centers on a full-scale interpretation of the Creel House, a location featured in both the play and the original TV series. The façade blends bold abstract design with Victorian details like stained glass, candlelight, and gilded frames, all in the show’s signature red and black palette.

The design extends throughout the theater atrium, with lighting, atmospheric effects, and scenic details intended to echo the tone of the show and offer context for new and returning fans. The space also includes elements that encourage audience interaction, such as photo opportunities and a themed merchandise stand.

AMC Networks celebrated the return of The Walking Dead: Dead City with a takeover in New York City before the premiere of the new season, which is set in a postapocalyptic Manhattan. During the NYCRUNS Brooklyn Experience Half Marathon, walkers surprised runners and fans, and AMC Networks hosted a post-run activation with premium giveaways and photo opportunities in Prospect Park. Other events included a star-studded screening and Q&A at Rooftop Films, walker-fueled pop-ups at iconic NYC locations like Penn Station and Radio City Music Hall, a cast visit to the Empire State Building, a themed night at Citi Field with first pitches by Lauren Cohan and Jeffrey Dean Morgan, and a red carpet screening at The Paley Center for Media.

Shiraz Creative produced an experiential launch event in Los Angeles for Sally Hansen’s Miracle Gel collection, spotlighting a new collaboration with 76ers guard Jared McCain. The event aimed to merge beauty with basketball culture, creating an immersive environment tailored to McCain’s personality and the Gen Z audience. Guests entered through a custom-built NBA-style tunnel walk, complete with court sounds. Inside, they engaged with interactive stations designed by Shiraz, including a sneaker customization bar, arcade games, and nail art sessions featuring the new polish shades.

Shiraz also designed a branded video tunnel, where a director of photography captured guests as they created their own courtside content.

During the 2025 PGA Championship at Quail Hollow in Charlotte, N.C., Heaven Hill Brands hosted an on-site activation for its bourbon brand Elijah Craig. Running May 12-18, the experience offered a relaxed, premium space where attendees could watch the tournament across two holes while enjoying cocktails and soft seating. The activation, built in partnership with Salem Sports Events, drew several thousand visitors over the week, with approximately 20,000 cocktails sold from the space.

To engage fans beyond the bar, the activation featured a schedule of interactive moments, including a fan signature wall (pictured), Polaroid photo sessions, and giveaways. Other highlights included a live painting by artist Coach Rusty and mini interviews conducted by the brand’s Whiskey Ambassador, who offered personalized drink recommendations based on fans’ "signature moves."