This week's roundup includes Fanta's Halloween escape room experience in New York; a cow cookie decorating station at Fairlife's family fall event in Los Angeles; Smirnoff's corn maze step-and-repeat at a vodka launch with Jonathan Van Ness in New York; and a Freddie Mercury flash mob at London's Heathrow Airport.
Fanta held a Halloween-theme escape room experience as part of its “Flavors that Thrill” campaign on October 25 at Escape Entertainment in New York. The event, which was open to the public, invited people to solve spooky puzzles and participate in Fanta-focused challenges. The escape room’s design highlighted the brand’s limited-edition cans, which feature Fanta Halloween characters. In-room design elements were created by the Escape Entertainment team.
Milk brand Fairlife held a family-friendly fall-theme festival on October 15 at the Mr. Bones Pumpkin Patch in Los Angeles. Parents and their kids were invited to decorate cookies in the shape of the brand’s cow logo. Helena Wirth Cakes provided the cow cookies at the station, which was overseen by Sugarcraft. The Kimi Collective created the event’s chalkboard art.
To celebrate the new Smirnoff No. 21 Vodka, Smirnoff’s vodka made with non-GMO corn, the brand held a fall-theme launch party in Long Island City on October 8. Brand ambassador and Queer Eye star Jonathan Van Ness posed at a cheeky step-and-repeat that was surrounded by real corn stalks. Smirnoff produced the event in partnership with Match Marketing Group.
American Express and Marriott celebrated the new Starwood Preferred Guest American Express Luxury Card with an interactive “hotel” event on October 17 at Union Park in New York. The event featured an evolved take on the standard doughnut wall, displaying different flavors of doughnuts among portraits of New York and the purple card. Giant Spoon produced the event, and Riviera Caterers handled catering.
To complement the luxury hotel atmosphere, the event featured an installation of suitcases in various shades of purple, which were decorated with purple bouquets. Standard Transmission helmed the event’s fabrication, props, and floral design.
A door resembling an elevator led to a hotel guest room replica. Attendees were encouraged to take selfies in the room, which featured changing purple projections. 7 Red Productions handled the event’s lighting and audiovisual elements.
To celebrate Freddie Mercury’s birthday and promote the new biopic Bohemian Rhapsody, British Airways staged a flash mob at Heathrow Airport in London in September. Baggage handlers performed a routine choreographed by Lyndon Lloyd for travelers in the Terminal 5 baggage claim. The back of the jackets featured the British Airways logo, and travelers were given hand-drawn fan posters to hold.
Queen songs were displayed on an arrivals board, which was renamed "Rock & Roll Arrivals."
Netflix held the premiere party for its new series The Chilling Adventures of Sabrina on October 19 at the Hollywood Athletic Club. The immersive “house,” which was designed by MKG, included a spooky, candle-lined forest room that evoked Sabrina's "dark baptism" from the show. On the series, witches sign the "Book of the Beast" to devote themselves to Satan, whereas at the premiere party, it was used as a guest book.
Following the premiere party, the experience was opened to consumers. The 1,500 attendees could make flower crowns and receive makeovers sponsored by Teen Vogue. The makeovers also asked them to choose between light and dark themes, like pink or black lipstick and flowers in darker or lighter shades.
