As safe, socially distanced live events and activations make their triumphant return, we wanted to show you even more inspiration for your own gatherings.
The 2021 ESPYS, Presented by Capital One
The 2021 ESPYS, an annual award show celebrating the year’s biggest achievements and moments in sports, took place June 10 at The Rooftop at Pier 17 at the Seaport in New York. Hosted by Anthony Mackie and aired live in ABC, the event—typically held at an indoor theater in Los Angeles—moved to New York for the first time since 1999, and was held in an outdoor space with distanced seating pods to ensure a COVID-safe experience. Tom Brady and Naomi Osaka took home the night’s Best Athlete awards.
Spiked Seltzers Pop-Up Shop
Chicago’s Kimpton Gray Hotel is currently hosting a pop-up bar devoted to hard seltzer. Kicking off July 15 and running through Aug. 8, the Seltzer Shop pop-up, located on the hotel’s ground floor, serves 10 types of seltzer and 25 flavors from a variety of brands. The reservation-only experience is inspired by a retro soda shop and includes a phone booth photo moment centered around the idea of "call your friend, I found my new favorite seltzer!" The pop-up was designed and produced by Rose Gold Collective.
Amazon Prime Video's Global White Spike Invasion for 'The Tomorrow War'
To promote its new Chris Pratt-fronted film The Tomorrow War, Amazon Prime Video produced an extensive global marketing campaign that included collaborative partnerships with Twitch, packages delivered to millions of fans, virtual screenings for educators and servicemen and much more. In one fun, interactive stunt, the brand transported a “live cargo” military convoy across Los Angeles and Huntington Beach, Calif., from June 30 to July 4, designed to give bystanders a sneak peek at the “white spikes,” the alien species from the movie. The truck made stops at popular tourist areas like Hollywood & Highland and Venice Beach, where an animatronic tentacle would poke outside the truck to surprise onlookers. The stunt also traveled through high-traffic areas in Chile and Japan.
FX's 'American Horror Story' Night Bites Bakery
In advance of the latest American Horror Story installment, FX opened the AHS “Night Bites Bakery” experience in New York on July 14. The space immersed fans into the show’s creepy world and invited them to try out exclusive cookie creations inspired by the new spin-off series, American Horror Stories. After walking through a spooky display of six different cookie designs, guests chose their favorite and proceeded to a delivery window where—what else?—a rubber-clad woman handed them their treat. The bakery, which popped up in New York from July 14-17 and July 21-24, sold out in hours and traveled to Los Angeles this month. FX created the concept in partnership with NVE Experience Agency; additional partners included Funny Face Bakery.
Cincoro Tequila Cocktail Hour at Miami Swim Week
During Miami Swim Week in July, Cincoro Tequila hosted a private cocktail hour at Soho Beach House. Designed and produced by Rose Gold Collective, the event featured a wall made from palms, spear palms and ruscus along with custom neon signage.
Vital Proteins Influencer Brunch at Miami Swim Week
Also held at Soho Beach House during Miami Swim Week was Vital Proteins' stylish influencer brunch. The colorful tablescape, designed by Rose Gold Collective, was inspired by the tropical vibes of the South Florida location. Custom, hand-painted fans and swag bags helped guests beat the heat at the outdoor event.
'Fortnite' x LeBron James “El Rey’s Taco Tuesday” Pop-Up
Epic Games' massively popular video game Fortnite celebrated its newest Icon Series partnership with LeBron James by hosting the IRL Pop-Up Taco Shop, which took over a space on Los Angeles’s Melrose Avenue from July 20-22. The event, which served free tacos and the game’s signature “Slurp Juice,” featured photo moments, interactive experiences with Fortnite characters, live DJs and more. 8081 Productions handled production, while EFX handled fabrication, Mustard Lane handled staffing and Haute Chefs LA handled catering.
The Cut x Porsche's 'How I Get It Done' Dinner
New York magazine's brand The Cut recently hosted an intimate outdoor dinner co-hosted by editor in chief Lindsay Peoples Wagner (pictured) and actor Cynthia Erivo. Presented by Porsche, the dinner celebrated the brand’s popular “How I Get It Done” franchise by inviting a selection of successful women across various industries, including Lena Waithe, Garcelle Beauvais and Melissa King. The dinner was produced internally by Vox Media, with dinner by chef Loria Stern and a design by Wild Heart Events. Held at the Malibu Modern Garden, the event blended natural decor with a Porsche display, while the menu and food styling offered a playful nod to the area’s wispy grasses and colorful flowers. Content from the dinner was repackaged for The Cut's website and social media posts.
Bravo’s Teatime on the Potomac for 'The Real Housewives of the Potomac'
Bravo celebrated season 6 of The Real Housewives of the Potomac with “Teatime on the Potomac,” which took place at The Wharf in Washington, D.C. on July 10. Produced by Idlewild Experiential, the event allowed fans to enjoy food and cocktails along with floral-filled photo ops; there was also a meet-and-greet with the cast, a sit-down chat with the show's producers about the new season and a first look at the season premiere.
HBO Max Premiere Pier
From July 15-18, HBO Max celebrated Space Jam: A New Legacy with the HBO Max Premiere Pier, a partnership with Pacific Park in Santa Monica. The fan-focused experience included a Ferris wheel light show; the wheel at the Santa Monica Pier was decked out in movie-inspired gondolas (celebrating the new Space Jam film as well as others like The Suicide Squad, Dune and Reminiscence). After dark, visitors could watch a light show on the wheel that was inspired by characters from the films. HBO Max also partnered with local businesses on the pier to serve complimentary Space Jam-inspired menu items and took over a variety of pier games with large-scale graphics and custom prizes.