10 Iconic Events and Activations in Los Angeles Over the Past Decade
Los Angeles has long been the epicenter of creativity and innovation, hosting some of the most memorable events and brand activations in the past decade. From immersive pop-ups to high-profile product launches, these events showcase LA’s ability to bring bold visions to life. Below, we highlight 10 iconic events and activations, the clients that brought them to life, and the production companies that made them happen. Each event demonstrates the power of immersive experiences and elevates the city’s status as a global cultural hub.
LUNA LUNA, originally a traveling art and music carnival from the 1980s, was revived in 2023 in Los Angeles as a vibrant festival of creativity.
1. LUNA LUNA (2023)
Client: LUNA LUNA
Producer: Superfly
Overview: LUNA LUNA, originally a traveling art and music carnival from the 1980s, was revived in 2023 in Los Angeles as a vibrant festival of creativity. Featuring installations from contemporary artists, music performances, and carnival rides, the event became a cultural phenomenon.
Impact: LUNA LUNA’s revival drew massive crowds and became an Instagram sensation, celebrating art and nostalgia.
Museum of Ice Cream
2. Museum of Ice Cream (2017)
Client: Museum of Ice Cream
Producer: Manifold
Overview: A pop-up experience that redefined immersive marketing, the Museum of Ice Cream featured interactive installations like a sprinkle pool and giant popsicles. Designed for maximum visual and social media appeal, it became one of the most talked-about pop-ups in LA.
Impact: The Museum of Ice Cream set the standard for experiential branding, generating millions of social media impressions.
Travis Scott transformed The Forum into a larger-than-life carnival to celebrate the release of his Astroworld album
3. Travis Scott’s Astroworld Festival at The Forum (2019)
Client: Travis Scott
Producer: Live Nation
Overview: Travis Scott transformed The Forum into a larger-than-life carnival to celebrate the release of his Astroworld album. The event featured live performances, amusement park rides, and immersive installations.
Impact: The festival elevated the concept of an album release event, creating a cultural moment that resonated far beyond the music industry.
This retrospective exhibition celebrated 160 years of Louis Vuitton with rare archival pieces, collaborations with contemporary artists, and cutting-edge installations.
4. Louis Vuitton X Exhibition (2019)
Client: Louis Vuitton
Producer: Tandem Entertainment
Overview: This retrospective exhibition celebrated 160 years of Louis Vuitton with rare archival pieces, collaborations with contemporary artists, and cutting-edge installations.
Impact: The exhibition attracted influencers, fashion enthusiasts, and celebrities, reinforcing Louis Vuitton’s cultural relevance and luxury status.
A fully immersive, interactive experience that allowed fans to step into the world of Stranger Things.
5. Stranger Things: The Experience (2022)
Client: Netflix
Producer: Fever & Netflix Experiences
Overview: A fully immersive, interactive experience that allowed fans to step into the world of Stranger Things. Guests explored Hawkins Lab, solved puzzles, and interacted with live actors playing iconic characters.
Impact: The activation deepened fan engagement and cemented Stranger Things as a cultural juggernaut.
This annual electronic music festival combines large-scale art installations, immersive environments, and top-tier DJ performances.
6. Beyond Wonderland at NOS Events Center (2015 – Ongoing)
Client: Insomniac Events
Producer: Insomniac
Overview: This annual electronic music festival combines large-scale art installations, immersive environments, and top-tier DJ performances.
Impact: Beyond Wonderland has become a staple of LA’s music scene, drawing tens of thousands of attendees each year.
This pop-up art exhibit featured 29 uniquely designed rooms, each curated by a different artist, brand, or influencer.
7. Refinery29’s 29Rooms (2018)
Client: Refinery29
Producer: Refinery29 Experiences
Overview: This pop-up art exhibit featured 29 uniquely designed rooms, each curated by a different artist, brand, or influencer. Themes ranged from creativity and activism to self-expression and social justice.
Impact: 29Rooms generated massive social media buzz, becoming a must-see cultural event in Los Angeles.
Amazon transformed a section of downtown LA into a 1950s-themed experience to promote The Marvelous Mrs. Maisel. The activation included vintage cars, retro diners, and live performances.
8. Amazon Prime Video’s The Marvelous Mrs. Maisel Activation (2019)
Client: Amazon Prime Video
Producer: Tool of North America
Overview: Amazon transformed a section of downtown LA into a 1950s-themed experience to promote The Marvelous Mrs. Maisel. The activation included vintage cars, retro diners, and live performances.
Impact: The activation garnered widespread media coverage and became a favorite among fans and influencers.
This exhibit brought Yayoi Kusama’s Infinity Mirrors to Los Angeles, allowing visitors to step into her famous reflective installations.
9. The Broad Museum’s Yayoi Kusama Exhibit (2025)
Client: The Broad Museum
Producer: In-house production team
Overview: This exhibit brought Yayoi Kusama’s Infinity Mirrors to Los Angeles, allowing visitors to step into her famous reflective installations.
Impact: The exhibit became one of the most in-demand cultural events in LA, attracting art lovers from around the world.
Skater boys and girls gathered for a night of art, music, fashion, and kickflips in DTLA marking the start of Frieze LA
10. OTW by Vans
Client: Vans
Producer: Listen Entertainment
Overview: Brand experiences by cultivating experiences with trailblazers across skateboarding, art, fashion, design, and entertainment. S.R. STUDIO. LA. CA. is the brainchild of multidisciplinary artist Sterling Ruby, who has collaborated with fashion brands like Raf Simons, Christian Dior, and Calvin Klein
Impact: Skater boys and girls gathered for a night of art, music, fashion, and kickflips, marking the start of Frieze LA
Conclusion
These 10 iconic events and activations demonstrate Los Angeles’ unparalleled ability to host experiences that captivate audiences and elevate brands. Whether it’s an immersive pop-up like the Museum of Ice Cream or a cultural exhibition like the Yayoi Kusama show at The Broad, LA continues to set the standard for creative innovation.
At Buttercup Venues, we provide uniquely curated spaces that help bring your vision to life. From immersive brand activations to VIP events, we offer the perfect venues to make your next project unforgettable.
