This week's roundup includes CoverGirl's DJ-scored activation at the MTV Video Music Awards in Brooklyn, a cheetah serving samosas at a benefit in Los Angeles, models carrying 40-pound Jerry cans at a runway show in Boston, and J.C. Penney's orange grove in Times Square.
A "Grand Tasting" celebration wrapped up the SF Chefs Festival on August 4. Held in a giant tent sprawling across San Francisco's Union Square, the event offered eye-catching treats such as the "gelato en brioche" from Pizzeria Delfina. The dish presented a playful—and colorful—take on a traditional ice cream sandwich.
Although Miley's antics stole the show at the Video Music Awards in Brooklyn on Sunday, some brands still managed to get in the spotlight. On the red carpet of the preshow was DJ Nervo, spokesmodels for sponsor CoverGirl. The cosmetics brand encouraged fans to tweet and Instagram a #CoverMoment during the arrivals, and images were aggregated on a dedicated site.
Directly following the telecast, celebrity gossip magazine In Touch Weekly, a regular host during the V.M.A.s, held a bash at Lower East Side nightclub Finale. Produced by Toast, the event took over the venue's multiple floors with several branded areas for sponsors. Diet Coke's section of In Touch's party included an interactive bar from Imagin8, reacting to movements with images of bubbles, coasters, and waves of water.
The premiere for the new film Getaway, in which Ethan Hawke portrays a former race-car driver, took place in Westwood on August 26. In keeping with the spirit of the film, customized race cars drove up to—and then onto—the red carpet at the Fox Theater.
On August 3, the Dos Equis Bazaar Noir entertained about 850 guests at Miami's Grand Central event space. Produced by Mirrorball, the event promoted the beer brand through several sensory experiences set in a market-like atmosphere. A spice alchemist—a combination mixologist and costumed performer—spiked guests’ beverages with color-changing herbs billed as "remedies."
On August 21 and 22, a J.C. Penney launch remade a small patch of Times Square into an orange grove to introduce the Joe Fresh Kids collection. Visitors to the promotion, including Molly Sims (pictured) and Padma Lakshmi, could pose on a swing at the digital photo booth. Images from the photo booth were projected onto a digital billboard in Times Square to grab attention from passersby.
On August 21, W Boston Hotel hosted the Charity:Water WaterWalk. Offering a socially conscious spin on a traditional fashion show, the event invited guests to walk down a runway holding two 40-pound Jerry cans. It was designed to educate the 100 guests about the travails people in developing countries face when collecting clean water. For each walk, W Hotels donated $45 to Charity:Water. The event will continue this fall in six other W Hotel locations, including properties in New Orleans, San Francisco, Scottsdale, South Beach, and Los Angeles.
At the evening affair at Pier 59 Studios, the centerpiece was a Moët & Chandon golden cage designed by Olivier Massart of La Mode en Image. Built in solid gold metal to symbolize a tennis court— Moët & Chandon is the official champagne of the U.S. Open, and the event took place on the tournament's first night—the structure housed a black box Moët coffret. About an hour after the event began, triumphant music accompanied the cage lifting to unveil the structure inside. Desserts prepared by French caterer Potel & Chabot were unveiled from beneath the coffret in a plume of smoke.
A rather unusual food station greeted guests at the recent Beastly Ball in Los Angeles. At the safari-theme event, a costumed server with cheetah-style face paint stood at the center of a table filled with samosas and ceviche. The hors d’oeuvres were donated by Centerplate, the zoo's in-house caterer; the feline server was from Vernon the Entertainer Inc.
At Diffa Chicago's "Believe 2013" benefit, held June 8 during the NeoCon convention in Chicago, the gala had prismatic decor from Event Creative. Golden candle holders and flowers in summery hues of purple and orange popped against black linens and Lucite centerpieces. The event took place at the Radisson Blu Aqua Hotel.
