This week's roundup includes glowing cocktail pouches at American Eagle's 40th-anniversary celebration in New York, a neon basketball court at the grand opening of Moxy NYC Times Square, Hunter rainwear's experiential greenhouse pop-up in New York, and Target's fall-theme photo op created with ears of corn in Los Angeles.
Scottish outerwear brand Hunter hosted an immersive pop-up at Vanderbilt Hall at Grand Central Terminal in New York from October 22 to 25. The installation, which was modeled after a British glass-roof greenhouse, celebrated the brand’s Scottish heritage by inviting passersby inside to experience mist, moss, and atmospheric rain sounds inspired by the Scottish Highlands. Guests could also try on waterproof products from the Hunter Original Core Concept collection. The installation was produced by Invisible North.
American Eagle Outfitters celebrated its 40th anniversary at its AE Studio concept store, a remodel of its Union Square location, on October 24 in New York. The event, which was produced by Shadow, offered guests glowing cocktails in branded drink pouches from Peter Callahan Catering.
The premiere for the second season of Netflix's horror series Stranger Things took place October 26 at the Regency Village Theatre in Los Angeles, with the after-party taking place at UCLA’s Dickson Court North. A food truck outside the screening served Eggo waffles—a reference to one character's affinity for the breakfast food. MKG handled production, decor, and event management.
The after-party, which had a town-fair vibe, featured classic carnival games—with a creepy twist. For example, a fishbowl game featured fake dead fish floating in the bowls.
New Collection, Toronto Public Library Foundation’s under-45 members program, hosted its fifth annual Hush Hush fund-raiser at the Bloor/Gladstone branch on October 21. The event, which was planned by ESP Inc., had a Canadian landscapes theme. An ice sculpture of an inukshuk—a human-made stone landmark constructed by the Inuit—was created by Iceculture. Additional Arctic-inspired decor on the bookshelves was handled by Jackie O.
The grand opening of Moxy NYC Times Square hotel in New York took place October 25. The launch event, which was hosted in partnership with fashion event curator MADE, featured a New York-inspired adult playground theme. MADE created on-site, interactive stations that also served as photo ops, including a neon-lit basketball court that doubled as a dance floor.
The “Which Way Do You Swing” room invited guests to take photos on tire swings.
David Stark Design and Production designed and produced an interactive, family-friendly fall event on October 21 at Microsoft Square at L.A. Live. Walls made from thousands of ears of corn formed an on-theme photo backdrop. Darker corn was used to display the Target logo.
Children and families danced to a playlist by DJ Gray V. The area featured a giant boombox (with speakers in the shape of the Target bullseye) and an interactive, LED-lit dance floor by BrightLogic.
Hard cider brand Strongbow celebrated the launch of its Artisanal Blend with a branded farmers market that took place at urban rooftop farm Brooklyn Grange on October 19. The brand partnered with a variety of local vendors including the farm, which had its own branded stand that offered a variety of produce that guests could take home.
