10 Best Ideas of the Week: OkCupid's Political Postcard-Writing Station, a Film Script Step-and-Repeat, Kiehl's Vitamin C-Inspired Strength Test

The product launch was designed to be Instagram-friendly. To enter the main area, guests walked through a 10-foot hallway filled with infinity mirrors with phrases such as "C the Difference" and “C You Later Wrinkles." 

Adidas Canada celebrated its new EQT sneaker with an underground launch party January 30 at a secret location in Toronto. The event, which was organized by Rock-It Promotions, showcased the new shoe in a vintage TV set installation. Big HQ produced the event.

Skincare brand Kiehl’s celebrated the launch of its new serum January 17 at a raw space in West Hollywood. One area of the event featured a strength test. Since the new serum’s vitamin C levels increased from 10.5 percent to 12.5 percent, organizers wanted to highlight that feature in a fun, interactive way. The Bosco created animated GIFs as guests tried to hit the machine hard enough to match the serum's strength. The event was designed and produced by HL Events. 

The 34th edition of the Sundance Film Festival took place January 18 to 28 in Park City, Utah. Autograph Collection Hotels, an associate partner of the Sundance Institute and festival, returned to Hotel Park City for a third year to celebrate its Indie Film Project—a platform celebrating the voices that drive indie film—with a cinema-theme winter lodge-style lounge known as the Retreat. The space, hosted in partnership with online script marketplace the Black List, showcased a wall that was created with film scripts. BMF Media Group produced the lounge.

IndieWire, a film industry and review website, hosted its inaugural studio for filmmakers and talent from January 19 to 22. The space, which was presented by festival sponsor Dropbox, included a colorful wall of words that filmmakers can relate to, as well as a wall for talent to sign their names. The space was produced by Crush Studio.

The official vodka of the festival, Grey Goose hosted a series of events with actors and filmmakers at its lounge. The space, which was designed by Brilliant Consulting Group, had a ski lift-theme photo op with blue skis that sported the brand’s name and logo.

The 60th annual Grammy Awards took place at Madison Square Garden in New York January 28. In the week leading up to the event, which came to the city for the first time in 15 years, MasterCard hosted a series of performances and chats from January 22 to 27. The MasterCard house, which was produced by BMF Media, featured an album display wall where guests could scan the QR codes to purchase the music on site.

Absolut Lime and Spotify teamed up for a pre-Grammy celebration that took place January 25 at the Public Hotel. The party, which was produced by creative agency MKG, featured dangling limes and Absolut bottles as decor over the bar.

Dating app OkCupid celebrated the launch of its first marketing campaign—which encourages users to redefine the “F” in D.T.F.—with an art gallery-inspired party January 18 at the IAC Building in New York. The event, which was produced and designed by Small Girls PR, had a red, white, and blue postcard-writing station that was inspired by the campaign's "DTFight About the President" scenario. Guests were invited to write postcards to President Trump and other elected officials about issues that mattered to them.

The "DTFall Head Over Heels" photo booth made guests appear as if they were falling from the sky into a bed of roses. The installation was built by City Iris, and the photo booth technology was provided by the Bosco.