30 Cool Ideas You May Have Missed From Lululemon, TIME, Maybelline New York, and More

Event Eleven designed and produced the 31st annual SAG Awards post-party, hosted by People and Audi. Held directly on the stage at the Shrine Auditorium and Expo Hall, the Feb. 23 event featured a custom-designed DJ booth for celebrity DJ Michelle Pesce, a SAG Awards engraving station, and an exclusive portrait studio from Shutterstock (also designed by Event Eleven). Momofuku's David Chang oversaw a curated menu.

Event Eleven worked with Images by Lighting on the event's lighting.

Additional vendors included audio from MIP, carpet from Primo XL, decor rentals from FormDecor, additional rentals by Town and Country, and staging by Special Event Contractors. Fabrication for the post-party was handled by Lab Creative, while fabrication for the Shutterstock portrait studio was done by Whalefilm.

Event Eleven also designed and produced the SAG Awards' greenroom (pictured).

In late February, sister agencies Salt Productions and PINCH Creative unveiled their latest project: a first-of-its-kind training club for Lululemon, which launched in New York’s Soho district to coincide with Fashion Week. A twist on the conventional fitness space, the activation fused the energy of ’80s and ’90s workout culture with contemporary fitness aesthetics.

Every element of the two-week activation, which kicked off Feb. 26, was crafted to create an atmosphere that felt both nostalgic and new, according to the team. It hosted a lineup of celebrity-led classes, late-night dance parties, panel discussions, industry nights, and more.

Salt and Pinch's sleek, pink-centric design approach aimed to ensure that every corner of the space was not only functional but also offered moments for content creation and brand engagement.

On Feb. 25, TIME hosted its fourth annual Women of the Year Gala at The West Hollywood Edition. The evening highlighted and celebrated the impactful work of 13 women across various walks of life. The evening was designed and produced by Sterling Social along with creative partners R. Jack Balthazar, Lighten Up Inc., Modern Illumination Productions, Found Rental Co., and Stitch Services Inc.

The intimate awards setting featured tonal shades of pinot and cognac velvet with pops of burgundy-hued florals and glowing candlelight in amber vessels. The 20-foot stage backdrop added an architectural moment as a focal point of the space; it included dimensional elements of plaster arched alcoves, walnut-stained extruded wood, and a cognac vegan leather fascia. Programming included special toasts from Nicole Kidman, Olivia Munn, and A’ja Wilson, among others, along with a string quartet-accompanied performance by Laufey.

As a signature entry moment, a 30-foot gallery wall with portraits of the honorees served as an impactful photo op. Featuring a burgundy velvet- and dark brown vegan leather-wrapped wall, the portraits were displayed gallery-style with LED-backlit, brushed gold frames.

From March 6-9, Maybelline New York popped up in Vancouver at the CF Pacific Centre mall to launch its latest lip line: Super Stay Teddy Tint. The eye-catching activation allowed consumers to interact with various elements that brought the Maybelline New York brand to life, including vibrant Vancouver cityscape decor and subway-themed motifs that aligned with the brand's NYC origins—all featuring different shades of pink.

Customers visiting the pop-up could interact with subway-themed photo booths with a Vancouver city backdrop, along with a life-size pink Teddy replica, product samples, and branded snacks and candy, all while trialing the new Teddy Tint product.

The activation was executed by The Concierge Club, a Toronto-based experiential and events marketing firm.

In early March, Liquid I.V. hosted its Lemonade Stand experience, transforming Chicago's Maggie Daley Park into a winter escape, bringing a taste of summer to the heart of the city. The goal? To remind everyone that staying hydrated is just as important in the winter as it is in the summer.

The summery space, produced by creative agency Anomaly, highlighted the brand’s all-new Hydration Multiplier Sugar-Free Raspberry Lemonade. Guests could enjoy Raspberry Lemonade snow cones, grab exclusive swag, and take part in fun summer-inspired games. Fans who live outside the Chicago area could visit the Digital Lemonade Stand for a special discount on the new Sugar-Free Raspberry Lemonade.

INVNT recently led the global launch of Geely Auto's all-electric EX5 SUV in Australia and New Zealand. The experiential agency crafted an immersive experience themed “G’day Australia,” introducing Geely to the market through vehicle unveilings, media drives, technical training, and consumer activations—all centered on Geely’s expansion across five continents and showcasing its commitment to localized operations and innovative mobility. Geely also launched GEELY GO, a global platform connecting its 17 million users. INVNT joined a suite of agencies supporting Geely, including Havas Host (creative and social), Havas Media (media), Dentsu (PR and Influencer management), and Merkle (website and CXM).

On March 15, travel accessories brand BÉIS brought a human claw machine to LA's Westfield Century City mall. Participants were safely harnessed and lowered into a pit filled with exclusive BÉIS items—including the return of the popular Berry Collection in fresh new styles—plus branded merch. Fans lined up as early as 5 a.m. for the activation, which was produced by MKG.

On March 20, the National Women’s History Museum (NWHM) hosted its annual Women Making History Awards Gala at The Anthem in Washington, D.C., celebrating a group of trailblazing women who have made profound contributions to society.

This year’s event—which featured an eye-catching pink floral stage offset by dramatic pink draping—was hosted by award-winning CBS News journalist Norah O’Donnell. It honored inventor, entrepreneur, and philanthropist Sara Blakely; Dr. Opal Lee, the “Grandmother of Juneteenth”; and advocate for transformative research and education Shirley Ryan. Mattel Inc., celebrating its 80th anniversary this year, received the inaugural Evelyn Y. Davis Women Making History Corporate Changemaker Award.

The NWHM event featured event management and production by TaylorMade Experience and technical production by VPC. Syzygy Events handled decor, while catering came from Ridgewells Catering and Perfect Settings.

Fashion company Dynamite Clothing recently celebrated the first day of spring with its Spring Dress Shop. The Concierge Club outfitted a mobile truck, which popped up in popular pedestrian locations around Toronto last week including the Yorkville shopping area, The Well, and STACK Market.

Customers were able to shop the latest spring fashions and pick up a complimentary bouquet of flowers and refreshments to celebrate spring's arrival. This activation was complemented by an influencer session to review the spring collection and participate in a bouquet-making session.

On March 20, fashion brand Cult Gaia hosted an intimate dinner at the Beverly Hills home of founder and creative director Jasmin Larian Hekmat to celebrate Nowruz 2025, the Persian New Year. Inspired by Hekmat's Persian heritage, the evening centered on the traditions of the Haft-Sin table, which symbolized prosperity and fresh beginnings.

The lush tablescape evoked the holiday's themes of renewal, tradition, and abundance. Notable attendees included Jhené Aiko, Rachel Zoe, Liv Perez, Morgan Stewart, and more.

The Center for Family Services of Palm Beach County held its signature fundraiser, The Old Bags Luncheon, at The Breakers Palm Beach in late February. The Florida event raises funds for accessible mental health services with a daytime gathering that combines fashion, philanthropy, and social engagement. This year, the 2025 OBL celebrity speaker was actress, host, author, and spokesperson Alana Stewart, who spoke in front of a simple—but effective—plant-filled stage backdrop.

To celebrate its new flavor—The White Lotus Limited Edition Mango Organic Black Tea—Saint James Iced Tea popped up in New York's Grand Central Station Feb. 18-19 with an interactive experience inspired by the award-winning HBO Original Series.

The pop-up experience, which was modeled after the concierge desk and luxe ambiance of the fictional resort chain, featured free samples and a chance to “unlock paradise” to win exclusive prizes and merchandise. The activation also appeared in Miami's Mary Brickell Village Feb. 15-16.

During Natural Products Expo West 2025, held at the Anaheim Convention Center March 4-7, drink company Jordan’s Skinny Mixes showcased its naturally sweetened syrup line and chatted with attendees about its first-ever ready-to-drink coffee product. Within its eye-catching booth, the brand hosted a Tropical Happy Hour along with personalized portraits from celebrity latte artist Michael Breach.

On March 16, Las Vegas' New York-New York Hotel & Casino raised more than $189,000 to benefit the St. Baldrick’s Foundation during its 16th annual head-shaving event; the total continues to climb as donations are still being received. Throughout the day, 113 participants had their heads shaved by Las Vegas celebrities including cast members from shows such as Mad Apple by Cirque du Soleil, FANTASY, and Thunder From Down Under, along with Chippendales and other local performers including Terry Fator, among many others. The annual event raises funds and awareness for the St. Baldrick’s Foundation’s efforts in the fight against childhood cancers.

On March 14, Audible celebrated the new original podcast series "Self-Conscious with Chrissy Teigen" with a special event held at House of Good in Los Angeles. The gathering was hosted by Teigen herself, who was celebrated with a performance by her husband, EGOT winner John Legend. The venue was transformed into "The Conscious Club," a vibrant well-being space where guests could engage in astrology readings, calming breathwork and sound bath sessions, and a chance to listen to the podcast from a comfortable chair in the Listen Lounge.