This week's roundup includes a cross-country Wet Hot American Summer bus tour, "human foosball" in Chicago, hanging umbrellas in New York, and a man-made iron mountain in Las Vegas.
Netflix and experiential agency Magnetic launched a cross-country bus tour to promote the star-filled miniseries Wet Hot American Summer: First Day of Camp, which the streaming service released today. Decked out in the series logo with the hashtag #WHASBusTour, the bus came with costumed camp counselors who encouraged passersby to participate in camp games like tug-of-war. The activation also offered show-theme swag like trucker hats, canned veggies, and camp T-shirts and provided photo ops with cut-outs of the show's characters. The tour launched in New York's Madison Square Park on July 21 and also stopped at the show's world premiere at SVA Theatre on July 22. The bus will make its final stop in Los Angeles's Griffith Park tomorrow as part of a special screening of the first two episodes, which will be attended series director David Wain and cast members.
The inaugural New York Fashion Week: Men's took place at Skylight Clarkson Square in SoHo July 13 to 16. John Varvatos moved his men's show from Milan to New York to close the week and celebrated the occasion with a show that put the emphasis on the pinstripe. Produced by Jay Arcos for Moda Tech in Platform 1 at Skylight Clarkson Square, guests were met by 350 umbrellas hung upside down and a custom-made runway with striped fabric covering a one-inch MDF floor.
With a threat of thunderstorms that never materialized, the Theory presentation on July 15 proceeded as planned—on the rooftop of the brand’s striking meatpacking district headquarters. Menswear head Ben Stubbington staged his models on an array of scaffolding against the striking backdrop of lower Manhattan, showcasing men's and women's looks in a decidedly androgynous show.
Event sponsor DreamWorks Animation unveiled a limited-edition "Character Clash" collection showcasing five classic characters in designs by menswear designers ranging from Billy Reid to Ovadia & Sons to Todd Snyder. The product was displayed in a graffiti-esque space that was devoid of any corporate branding.
Lollapalooza returns to Grant Park in Chicago today to Sunday. Several ticket packages are available for the fest, and premium passes come with perks such as spa treatments and unlimited snacks. Kehoe Designs brought colorful decor to last year's Platinum hospitality areas (pictured) and will once again be designing the spaces. This year's theme is "Rastafarian Ombre."
Groupon hosted its annual summertime employee outing, the "All You Can Street Fest," on July 17 at the site of a soon-to-open street festival in Chicago. Imaginative games included "human foosball," in which lines of employees looped together by string played a soccer-like game. Participants wore Groupon-branded headbands.
In one area, employees stepped into massive spheres to compete against one another at "Hamster Ball Racing."
The Special Olympics World Games kicked off in Los Angeles with the Opening Ceremonies on July 25 in front of approximately 50,000 people. Stilt walkers and other entertainers led the way for the Parade of Athletes, representing a record-breaking 165 countries.
Alessandra Facchinetti, the creative director of Tod's, and Jessica Seinfeld hosted a charity luncheon at the Seinfeld residence in Amagansett, New York, on July 24, to benefit the charitable organization Baby Buggy. Facchinetti also used the luncheon as a pop-up shop for Tod's, using baskets of fruit and vegetables on a custom farm stand to showcase the Italian shoe brand's brightly colored Gommino loafers.
Mercedes-Benz sponsored the American debut of international music festival Rock in Rio, which took place in Las Vegas on May 15 and 16 at the car brand's Evolution Stage. Mercedes debuted the Iron Schöckl activation at the festival.
