This week's roundup includes an inflatable SweeTart game in Los Angeles, and edible candles, a moss-covered "wishing heart," and a drag queen-theme ice cream truck in New York.
The second edition of the Indie Beauty Expo took place August 24 to 25 at the Metropolitan Pavilion in New York. The expo entrance featured a moss-covered "wishing heart," which was inspired by a Japanese wishing tree. Guests could write down what indie beauty meant to them on the decorative tags and attach them to the wall.
Innovate Marketing Group produced a 1900s-inspired gala for a local nonprofit on June 4 at the Gamble House in Pasadena, California. The event had "cigar girls" who carried trays of "bling rings" for guests to purchase.
Gala sponsor Wells Fargo had its logo projected onto the roof of an adjoining bookstore.
Pandora hosted its fourth annual Summer Crush on August 13 at L.A. Live's Microsoft Square. Sponsor SweeTarts enticed guests to engage with its activation through a giant inflatable game in the brand's bold signature colors. Guests lined up to try their luck at knocking each other off the color-coordinated launch pads, which looked just like oversize SweeTarts candy. Brand ambassadors were on hand to distribute candy samples.
Once through the gates, guests found a giant version of Pandora's app icon, more than 12 feet high in 3-D, and covered in reflective disks to match the custom stage backdrop. Guests lined up throughout the day to climb into it and take photos.
Branding By Air and Remarkable Media partnered with MTV to set a new Guinness World Record for the world's largest flying digital video screen. The 250-foot-wide banner, which announced that Ariana Grande would perform at the V.M.A.s., was launched August 24 at Hotel Hugo in New York, and flown across the Hudson River.
To promote the second season of Logo's drag-queen competition reality series RuPaul's Drag Race All Stars, the network partnered with Big Gay Ice Cream to bring a branded pink and white truck to the streets of Manhattan on August 24 and 25. Contestants from the new season served mini-ice cream cups and rainbow ice pops to passersby. Awestruck Marketing Group produced the activation.
Crowns by Christy created flower crowns for the crowd.
Stella Artois' multi-sensory dining experience took place August 17 to 22 at Skylight Clarkson Square in New York. Guests could dip bread into melting beef tallow candles that were infused with caraway spice. The event was catered by Bompas & Parr.
A garden with potted radishes and heirloom carrots roasted in a caraway glaze were planted in edible soil made from cereals found in Stella Artois.
