This week's roundup includes a sunset yoga session in Toronto, a speakeasy-inspired cocktail party in New Orleans, a virtual-reality surfing experience in Chicago, and a meat-tastic menu in New York.
The Lolë White Tour, a series of yoga events in cities around the world organized by the women’s activewear and lifestyle brand, made a stop at Toronto’s Exhibition Place for an outdoor yoga session at sunset on July 28. A group of 3,000 yogis, dressed in white as a symbol of peace, gathered for the tour’s first evening session.
Samsung became the first virtual-reality sponsor of Lollapalooza, which ran from July 28 to July 31 in Chicago. To showcase its devices on festival grounds, the brand hosted a carnival-style VR-Palooza. Guests could use VR devices to feel as though they were surfing in Tahiti or skateboarding in Malibu. They could also participate in an experience that simulated a roller-coaster ride. Throughout the weekend, guests could also purchase Samsung products that were exclusively available at Lollapalooza.
Also at Lollapalooza, Pepsi hosted its 1893 tasting truck, which offered the soft drink in cola and ginger flavors in a beer garden-type setting.
A three-day burger-and-beer pop-up restaurant, hosted by media outlets RedEye and the Chicago Tribune and Budweiser, was the first of its kind in the nation and raised about $5,500 for Folds of Honor, which provides scholarships to the children and spouses of those killed or disabled while serving in the military. Guests enjoyed live sets by local DJs and burger recipes crafted by Chicago chefs, including Graham Elliot and Art Smith, from July 26 to July 28 in Chicago.
As part of Heineken’s new global marketing campaign, the Dutch beer brand took over the Underpass Park in Toronto on July 21 and invited three notable street artists to use Heineken's color palette as inspiration and to leave their mark on three of the city’s streetcars.
At the 16th Annual Maxim Hot 100 Party, which was produced by Karma International and took place July 30 at the Hollywood Palladium in Los Angeles, the magazine’s covers and pages served as decor.
For Mezcal brand El Silencio, Riveted Events created a vignette with a “Storyville” theme named after the red-light district in New Orleans during the early 1900s for this year’s Tales of the Cocktail event, which ran from July 19 through 24 in New Orleans. Organizers converted the Hotel Monteleone ballroom into a period speakeasy lounge with surprising experiences for guests.
At the El Silencio event, Guests sipped mezcal cocktails, checked out peep shows, and stopped by for mini chair massages. Promo models were dressed in vintage brothel attire.
Hargrove served as general contractor for the Democratic National Convention, which took place in Philadelphia July 25 through 28 and included what was billed as the widest tent in the world: the media tent, at approximately 200 feet wide. In all, there were more than 300,000 square feet of tenting, more than 42 miles of cabling, and 12 megawatts of power—enough to power 2,000 homes.
Carnival Cruise Line recently teamed up with celebrity chef and restaurateur Guy Fieri to launch a dining experience called "Guy's Pig & Anchor Bar-B-Que Smokehouse" on Carnival ships. To celebrate the partnership, Fieri hosted Carnival Cruise Line’s "Beers & BBQ" event on July 27 at Rockefeller Center's 620 Loft & Garden, which featured sample selections from the meat-centric menu and craft beers. The event was designed and fabricated by Tyger Productions and the brand experience was headed by Arnold Worldwide.
