Victoria’s Secret celebrated the reveal of its new bralette collection at the brand's Herald Square location in New York in April. Cameras captured the eye-catching backdrop, which displayed the products within gilded frames against a hedge wall.
Photo: Courtesy of Victoria's Secret
The Beverly Center
Seating surrounded the stage—which was set within the mall—with the entire event done in a striking all-white palette.
Photo: Sean Twomey/2Me Studios
The 30th annual Cubs Convention in Chicago in 2015 included a "Kids Only Press Conference.” There, the underage set of attendees was invited to ask questions of Cubs players Anthony Rizzo, Justin Grimm, Kyle Hendricks, and Travis Wood.
Photo: Steve Green
Sony at the Electronic Entertainment Expo
Los Angeles’ Electronic Entertainment Expo—better known as E3—is known for its over-the-top press conferences. In 2014, Sony's press event immersed guests in the experience before the show floor even officially opened, surrounding them with screens on multiple planes and hung at various angles.
Photo: Chris Weeks/Getty Images for Sony Computer Entertainment America
Looking to raise its profile, weight-control brand Jenny Craig partnered with Mariah Carey, and launched a new image and new relationship with the American Heart Association in 2011. To tout these announcements, the brand hosted a New York press conference in which Gayle King interviewed Carey in a one-on-one discussion, an element that was streamed live to the Web via Ustream.
Photo: Theo Wargo/WireImage for Jenny Craig
State Farm Insurance
About 30 members of the health and beauty media gathered in New York in 2009 to learn about the State Farm Insurance-sponsored 50 Million Pound Challenge. There, interactive elements engaged attendees. A set of airplane seats served as a prop to illustrate one challenge participant’s story, and guests could step on the scale or climb stairs while wearing weighted vests as a means to better understand the program.
Photo: Jessica Torossian for BizBash