As we enter peak wedding season (which usually runs between June and September), love is in the air—even for the most unexpected brands. Here’s a look at some recent pop-ups, activations, and events that celebrated the idea of happily ever after.
Them x Destination DC's WorldPride DC Kick Off Event
On May 30, global drag superstar Sasha Colby surprised some LGBTQIA+ couples with an impromptu wedding ceremony during the Them x Destination DC’s WorldPride DC Kickoff event at Succotash.
Photo: Getty Images for Them
The nuptials came on the 10th anniversary of the Marriage Equality Act—on June 26, 2015, a landmark ruling made it legal for same-sex couples to marry in all 50 states. The event included traditional wedding celebrations with cake, flowers, a Champagne tower, and more. The event also featured remarks from Them’s editor-in-chief Fran Tirado and a performance from Colby.
Photo: Getty Images for Them
The event is part of Them’s month-long Pride celebration.
Photo: Getty Images for Them
LG’s ‘Launderette of Love’
On May 31, LG Electronics’ Launderette of Love featured a pop-up chapel where Millionaire Matchmaker’s Patti Stanger officiated faux weddings for 10 lucky couples.
Photo: Jack Dempsey Photography
Produced by Lupine Creative, the activation took place at The High Line’s Gansevoort Plaza in New York City. Passersby were invited to explore the chapel to learn about LG's single-unit laundry solutions and enter the “Love Letter to Laundry” sweepstakes for a chance to win an LG washer-dryer combo. Visitors submitted the letter into an on-site dryer drum.
Photo: Jack Dempsey Photography
The activation was part of the electronics company’s campaign to reimagine laundry day as a potential moment of romance.
Jack Dempsey Photography
SunSip by Health-Ade's Thirst Trap Pop-Up
On May 21 in NYC’s Union Square, SunSip by Health-Ade hosted Thirst Trap IRL, a cheeky pop-up inspired by the dating scene. Over 4,000 cans of SunSip, Health-Ade’s new prebiotic soda, were handed out.
Photo: Courtesy of Health-Ade
Visitors could take part in a photo shoot with an on-site glam squad and a photographer to get “thirst trap” profile pics. NYC matchmaker Emma Wahl was also on site offering real-life chemistry tests. Plus, visitors could enter to win a date night experience featuring a reservation at Michelin-starred Korean steakhouse COTE.
Photo: Courtesy of Health-Ade
Visitors shared their dating green and red flags.
Photo: Courtesy of Health-Ade
