This week's roundup includes the Chicago Bulls mascot playing Jenga in the park for a season kick-off party with American Express; a trippy medical setting at the premiere party for Netflix’s Maniac in New York; a funky, old-school VW van for Odwalla's tour around the U.S.; and Booking.com and Kevin Hart’s tiny home nestled in the middle of Manhattan.
On September 27, CitizenM Hotel celebrated the opening of its newest property in New York with a party created and produced by NA Collective. The burlesque-theme event featured three room experiences, one of which included a contortionist who popped out of the roomy luggage space under the bed.
Odwalla, which is part of the Coca-Cola Company, celebrated its grassroots beginnings with an immersive VW van experience. Endeavor Global Marketing’s IMG Live team re-created the iconic vehicle to serve as the centerpiece for the campaign. The tour kicked off in New York and traveled to Los Angeles, San Diego, San Francisco, Portland, Seattle, Boston, and Atlanta, offering consumers a glimpse into the brand’s past, present, and future.
On September 27, Montblanc and nonprofit (RED) celebrated the launch of the special-edition (Montblanc M) RED pen, which benefits the organization's fight against HIV. The cocktail event, which was produced and designed by Rise & Set, took place at the World of McIntosh Townhouse in New York and featured a live installation by artist David Paul Kay depicting the (RED) manifesto.
At the New York premiere of the new Netflix series Maniac on September 21 at Center415, guests were taken on a journey that mimicked the storyline of the first three episodes of the show. After watching the episodes, guests walked down a rainbow-lit tunnel into a New York cityscape, similar to a scene from the show. Fitted with turf, greenery, and park props, a professional puppeteer was on-hand interacting with guests at chess tables. Food was served from street carts. The event was produced by Netflix, alongside brand experience agency Pen&Public.
At the faux pharmaceutical and biotech company Neberdine, guests were invited to sit in lab chairs and interact with GRTA, an artificial intelligence supercomputer from the series; a comedian was stationed behind the prop responding to guest’s questions.
To replicate the hallucinogenic state that the main characters experience throughout the show, rooms were projection mapped with custom videos.
To coincide with London Fashion Week, the London version of the American Express Platinum House took place September 13 to 16 and offered experiences helmed by members of the brand’s Platinum Collective group, musical performances, a fashion show after-party, and curated menus from American Express Global Dining Collection restaurants. The pop-up, which was produced and designed by Momentum Worldwide, took over the former site of arts college Central Saint Martins.
Graffiti artist Jay Caes created a Brick Lane-inspired mural on a wall made of Away suitcases. Throughout the weekend, guests received complimentary luggage stickers and could shop select items from the luggage brand's "travel uniform" program.
Booking.com teamed up with actor Kevin Hart to curate a small house, dubbed the “Tiny House with Big Personality.” It was located in the middle of New York’s Herald Square and included Hart's personal touches, including an Amazon Alexa, Bluetooth speakers, his favorite Diptyque candle, plus a collection of his movies and not-so-subtle framed photos of himself. On September 27, for one night only, two guests stayed in the home. The sleepover was the first time the Herald Square Park had been zoned to host an overnight guest.
On October 2, N.B.A. sponsor American Express partnered with the Chicago Bulls for a season kick-off celebration featuring complimentary popcorn from Garrett Popcorn Shops, along with bites from Fat Shallot and Beaver Donuts food trucks on Daley Plaza. Mascot Benny the Bull stopped by to hang out with fans.
