This week's roundup includes a gummy bear tree from confectionary brand Black Forest in New York; Tim Hortons-branded robes at the fast food company's pajama party in Toronto; a rainbow-hued craft installation at Amber Kemp-Gerstel's Making It viewing party in Miami; and an educational Tito's activation focused on a local nonprofit at Lollapalooza in Chicago.
Tim Hortons hosted a pajama party and movie screening for media and influencers on August 2 at the screening room at Thompson Toronto hotel. Guests were given branded robes to wear, while they indulged in the Canadian fast food company’s breakfast offerings and custom coffee cocktails served in Tim Hortons cups. The event was planned and executed by NKPR and the custom robes were designed by Plan-It Promotions.
For part of its new marketing campaign, confectionary brand Black Forest activated a giant fabricated tree that rained gummy bears. Woven baskets were filled with gummy bears, and brand ambassadors were on site to shake more from the tree. The activation, which took place August 2 and 3 on the High Line in New York, was produced by Mission.
Lollapalooza music festival took place August 2 to 5 at Chicago’s Grant Park. Behind the BMI stage, festivalgoers could add their mark to a mural with a little help from Art of Everyone. The organization used an "artist conductor" to verbally guide guests through painting or drawing using a laser pointer.
Tito’s hosted the Love, Tito’s experience to showcase the efforts of its charitable initiative. Highlighting Chicago-based charity Bunker Labs, the activation taught guests about the local nonprofit; it also served as a digital time capsule that invited guests to make a video pledge to initiate positive change in the world. The videos will be emailed to festivalgoers a year later.
Facebook-owned virtual-reality company Oculus hosted an “omakase”-style dinner July 31 at the Public Hotel in New York. Guests were invited to wear Oculus Go headsets to view six experiences that were each paired with a different course and cocktail. The Fox Sports VR course featured Meyer lemon gelee, creme fraiche, and caviar paired with the "Ocu-lade" cocktail, which consisted of habanero-infused tequila, mezcal, dried prickly ash, and lime. The cocktail was served in a plastic pouch. The menu was curated by chef Jean-Georges Vongerichten and cocktails were crafted by Los Angeles-based creative shop Happy Hour Agency.
To celebrate the launch of the new Farmacy Kitchen Cookbook, a book focused on plant-based eating and conscious living, author Camilla Fayed, stylist Elizabeth Saltzman, and Juicy Couture creative director Jamie Mizrahi co-hosted an event in July at the Schoos Design studio in West Hollywood. Event producer Cathy James, owner of the James Group, used vegetables as decor for the event. Bunches of asparagus, artichoke, carrots, and more formed centerpieces on the tables.
Amber Kemp-Gerstel, the founder and creative director of D.I.Y. lifestyle blog Damask Love, held a viewing party to celebrate her debut on NBC’s crafting competition series Making It on July 31 at the Miami Ad School. The event, which was sponsored by fabric and craft retailer Joann, featured a rainbow-hued craft installation created by the Creative Heart Studio. Kemp-Gerstel posed with an oversize tape prop that displayed the social media handle of her blog.
The viewing party had a number of D.I.Y. stations, including a make-your-own cupcake bar. Ingredients were provided by Bunnie Cakes.
To promote the 30th anniversary of Shark Week, Discovery Channel worked with BCXP to create art installations of sharks made from upcycled and recyclable materials that are often found washed ashore on beaches. The installations, which were displayed on the Santa Monica Pier July 21 and 22, included a great white shark constructed from reclaimed driftwood and lumber; guests were encouraged to pose for photos inside the shark's mouth.
A hammerhead shark was constructed from corrugated cardboard from supermarkets.
