32 Cool Event Ideas You May Have Missed From Hello Sunshine, Expedia, Crown Royal, and More

On June 15, Food Truck Promotions partnered with Chantecaille Beauté to create an Airstream makeup studio for the brand's first-ever public pop-up event, celebrating the relaunch of its Just Skin Tinted Moisturizer. Located in the heart of SoHo in New York City, the activation featured two shade-matching stations, LED screens, and a product discovery wall.

The exterior boasted a bar where guests could redeem their shade-matching cards for samples, a custom mirror with a life-size product prop for photo moments, and large floral installations. Chantecaille's global makeup ambassadors were on hand to offer shade matching and distribute samples.

Hello Sunshine hosted the Reese’s Book Club 100th-pick book club party at the Casita Hollywood Taco Bell over Memorial Day weekend. The event is the first of Hello Sunshine’s partnership with Tomos Evans’ We Are Swell and provided a stylish yet playful and colorful escape for book club and Taco Bell fans of all kinds to gather and meet the writers behind some of their favorite books—and also try Taco Bell's new Cantina Menu.

With an appearance by Oscar-winning actress Octavia Spencer to celebrate the countdown to the Reese's Book Club 100th book pick, the event also hosted a few of Reese’s Book Club top-selling authors, like Tia Williams (Seven Days in June), Ashley Elston (First Lie Wins), and Tembi Locke (From Scratch), who spoke about their writing process, working with Hello Sunshine, and more with Danielle Robay (host of Hello Sunshine’s The Bright Side podcast).

Throughout the activation, guests were engaged through a variety of experiences including succulent-designing and book-related vignettes, a live DJ, and floral arrangements for perfect photo ops. Guests also enjoyed mocktails from Joan’s on Third.

On June 7, CNC Agency (Coffee 'n Clothes) helped Crown Royal unveil a giant melting ice sculpture installation at New York's Brookfield Place following the launch of Crown Royal Single Malt Canadian Whisky. The ice sculpture slowly melted over 24 hours to reveal the beautiful Crown Royal Single Malt Canadian Whisky bottle. The pop-up ice sculpture was a nod to the icy landscapes in the home where the liquid is crafted. Consumers 21 and up who visited the pop-up installation also received a ticket to attend the Crown Royal Cocktail Tour, an experience hosted by Crown Royal across several participating local hangouts.

BIODERMA hosted its first-ever event in the United States and tapped Stoelt Productions to find a venue and bring the experience to life. Looking to leave a lasting impression on guests while conveying the magical properties of the brand's micellar water, Stoelt chose the Houdini Estate in Los Angeles. The event began with a cocktail reception on the ground level of the estate and featured a pink bottle-shaped photo moment, trees wrapped in LED lights, and a roaming magician.

Guests made their way up the hillside and under the waterfall to the main event lawn, which featured a mini makeover station, a product display wall with a 5-foot bottle display, and branded macaron towers. The main event culminated with a set by DJ Michelle Pesce, a performance by mentalist Riccardo Berdini, and speeches by NAOS CEO Jeremy Bayen and Mikhail "Mike" Oskarovich Varshavski, known online as Doctor Mike.

Guests were invited to explore the property and the home of the late Harry Houdini, along with two more photo moments evoking the characteristics of the micellar technology. Directly following the event, the brand hosted a private dinner party for Hollywood's elite and the NAOS executive team.

On June 11, The National Ballet of Canada’s Mad Hot Ballet: Garden of Jewels gala took place at the Four Seasons Centre for the Performing Arts in Toronto. The sold-out event was a luxe summer garden party inspired by nature’s beauty.

The evening featured a one-hour gala performance of excerpts and short works followed by a themed reception in the lobby and a gala dinner onstage.

On June 8, Food Truck Promotions popped up with its partners at Amorepacific to amplify the launch of Laneige's new summer lip mask flavor, Watermelon Pop. Parked right in front of Sephora in New York's Flatiron District, the branded ice cream cart offered refreshing sorbet in three flavors: mango, blueberry, and watermelon.

Guests were directed to Sephora to redeem their bounceback cards for exclusive samples and to shop the collection. The one-day pop-up drew more than 1,000 visitors.

Food Truck Promotions also teamed up with Bloomreach, an AI-powered software as a service (SaaS) platform that personalizes the online shopping experience, to create a buzz at CommerceNext's 2024 Growth Show on June 12. The Bloomreach food cart pop-up was positioned right in front of New York Hilton Midtown; it gave out ice pops, and attendees enjoyed their summer snacks while being directed inside to explore Bloomreach's booth and learn more about how to enhance their e-commerce strategies.

The Legal Defense Fund (LDF) hosted its 36th National Equal Justice Awards Dinner (NEJAD) last month to recognize and honor leaders who have demonstrated a commitment to racial justice and equality. Held at The Glasshouse in New York City and produced by Idlewild Experiential, the fundraising event commemorated the 70th anniversary of Brown v. Board of Education. The theme of the evening was “We Are All Brown” and included a special performance by Grammy-nominated artist Aloe Blacc and bespoke flowers from Red Maple Leaf Studio.

A central feature of the gala was a timeline tracing the history of segregation in education leading up to the Brown v. Board of Education case and its aftermath. Guests engaged with the timeline, learning about important milestones and the individuals who played a role in the fight for educational equality. They also viewed real artifacts from the story of Brown v. Board of Education, creating a tactile opportunity to merge past and present.

Rosé Day Los Angeles returned for the fourth year earlier this month, hosting an outdoor soiree at King Gillette Ranch in Calabasas. The summer kickoff event hosted live music; luxury brand experiences; fun photo moments; art installations; a Frosé Zone; giant games; a food lineup curated by Iron Chef champion Marc Forgione; and, for the first time, an Alcohol-Free Zone.

Over 4,000 guests attended the event, which included a surprise rose petal drop from a helicopter as well as rosé, wine, Champagne, cocktails, mocktails, caviar, oysters, and more. More than 15 ultra-premium brands activated on site, including Perrier-Jouët, Sainte Marguerite en Provence, G.H. Mumm, Tequila Don Julio, and Suntory Global Spirits RTDs.

There was also a performance by eight-time Grammy Award winner Anderson .Paak as DJ Pee .Wee, plus DJ Ruckus and DJ Pookie Chapstick.

The Rosé Day Los Angeles ownership team is composed of production and hospitality veterans, including producer and entrepreneur Ben Biscotti (co-founder and president of 1iota Productions); event planner and designer Tony Schubert (Event Eleven); nightlife veterans Sylvain Bitton, JT Torregiani, and David Jarrett (Warwick and The Hideaway); and famed chef Marc Forgione (Restaurant Marc Forgione, Peasant, and One Fifth). PR and talent relations was handled by Create Entertainment, while Floral Crush Studio handled flowers for the day.

On June 8, traitors and faithfuls alike were invited to gather at The Grove in Los Angeles for The Traitors Castle Garden. The one-day event featured a range of fan experiences and photo moments inspired by the Peacock series, including a panel with season two cast members Kate Chastain, Trishelle Cannatella, and Parvati Shallow. The event was produced by Cartwheel & Co. Marketing.

To start the day, fans could board "The Traitors Trolley" at the Farmers Market, which dropped them off at the pop-up. On site, they could test their knowledge at “Faithful Fan Trivia,” play “Meme Bingo” featuring The Traitors season two’s most memorable scenes, and take “The Traitor Test," a polygraph game that designated them as a traitor or a faithful. There were also photo ops in front of the show's portrait wall or at the roundtable, plus a themed snack bar that offered a choice between traitor and faithful menus featuring iced tea and cookies.

Expedia Live launched a multichannel brand campaign for this year’s UEFA Champions League final in London, aligned to its seasonlong creative platform "Destination Football." The campaign included out-of-home activations, branded editorial guides, and more, as well as an immersive pop-up for fans in Trafalgar Square.

The space was designed to re-create the moment fans arrive at the UEFA Champions League final, with bright yellow stadium seats perfect for group team photos. It also featured a rooftop studio and viewing platform, plus an appearance by former footballer and London local Joe Cole, who partnered with Expedia to release his top travel recommendations for London.

Expedia also partnered with London-based artist and football lover Kelly Anna to create bespoke tunnel artwork for the space, inspired by the theme of “Travel the Beautiful Game.” The piece captured several destinations that the UEFA Champions League has passed through in the 2023/24 season; the artwork was also replicated on a limited-edition football jersey for fans to win.

On June 13, Peacock unveiled the Love Island USA Mobile Villa pop-up activation at Westfield Century City in Los Angeles. Along with appearances by fan-favorite contestants Deb Chubb, Zeta Morrison, Sydney Paight, and Johnny Middlebrooks, the event included Fiji-inspired entertainment and a gourmet meal from Wolfgang Puck. After donning glam makeup looks courtesy of Maybelline, guests could then film their own audition tapes for the chance to join the next season of Love Island USA. The activation traveled to Chicago this past weekend and will be at the Jersey Shore June 29.

The Outset, the hydrating skincare line by Scarlett Johansson and Kate Foster, has launched Hydrasheer, an SPF 30, 100% mineral sunscreen. To showcase the brand and highlight the new product (formulated specifically for sensitive skin), the brand tapped MKG to help create The Outset Gentle Skin Clinic, a one-month pop-up takeover in the Glass Box space at The Grove in Los Angeles.

Open every day from May 24 through June 19, the clinic’s sleek design included white and yellow tiles with pops of cobalt, display shelves with artfully decorated product, lush greenery behind LED frosted glass, a large mirror with The Outset’s "The Start of You" logo as a backdrop for selfies, and video of Johansson and Foster discussing their inspiration for the line.

MKG devised custom newsstands for The Outset’s "The Sun Day Edit," a newspaper-style handout with each week’s event schedule, which included a series of partnership events like a complimentary strength and sculpt class from Pvolve, nourishing hair treatments courtesy of Crown Affair and nonalcoholic Hydration Happy Hours by Ghia. The Outset merchandise was also available for sale.

Indie film production company Neon worked with IHEARTCOMIX to bring an attention-grabbing stunt to LA's Netflix Is a Joke Festival last month. A team of pregnant women took to the streets to spread awareness and promote the new movie Babes, handing out exclusive branded giveaways. The team was accompanied by a mobile LED truck running looping content promoting the film.

Earlier this month, the YMCA of Greater New York hosted its annual Heroes of New York Gala at The Metropolitan Museum of Art, raising more than $1.4 million to benefit the YMCA’s community services and programming that serve more than 300,000 people across all five boroughs in New York City. Broadway icon Billy Porter and hip-hop legend Grandmaster Flash performed at the gala, and Saturday Night Live's Punkie Johnson was the emcee in front of 475 attendees.

During Miami Swim Week, Rose Gold Collective worked with L.A. Girl Cosmetics as the brand popped up for a gifting and photographable build out on the roof of Rooftop Cinema in Miami Beach for Maaji Swim.

The adidas Fútbol Society made its third stop in Brooklyn this month; it featured a 7,500-square-foot footprint that included a 24-by-40-foot scaled pitch and massive fabric swags hung from the truss bearing the team colors from Colombia, Jamaica, Argentina, Mexico, Chile, and Peru as the tour shifts its focus to the return of the Copa América. Upon entering the space, guests found a "locker room" filled with team jerseys and memorabilia, a vintage coach's desk, and boot wall featuring the relaunch of the F50 cleat. A 14-foot-long LED tunnel led to a custom statue evoking the beauty and speed of the F50 boot. Bleachers lined the pitch where guests were able to try on and test the F50, as well as have three-on-three mini-tournaments between the local soccer clubs in NYC. The event kicked off with an opening party on June 6. The event was produced by Stoelt Productions.