Counting sheep appear to fly over a beautiful brass bed, the focal point in the ballroom for a night-cream product launch by Dazzle Creative Events. Photo by Art Cohen Photography.

For the launch of Subaru's new all-terrain vehicle in Washington state, PJ Hummel and Co. dreams up a 1920s "safari" theme with a decidedly Pacific Northwest twist. The event team creates a cozy campsite for journalists on the grounds of the resort venue. Photo by Randy Dawson.

This rustic tabletop for PJ Hummel's vintage Northwest camp-theme launch includes cream linens topped with chambray denim overlays and a centerpiece of river rocks, pine boughs and an oil lantern. Napkin rings are fashioned from raffia and twigs. Photo by Randy Dawson.

For the launch of a film and stage show based on the "Harry Potter" franchise, EventStyle immerses guests in the environment of "Quidditch," the magical, high-flying game played by Harry and his friends. Timed video projections and strobing pinspots put guests into the action.

Bubbling potions add to the "Quidditch" mood created by EventStyle.

For the launch of the fashionable new Thunderbird, Ford Motor Co. and J. Walter Thompson team up for an event during New York's Fashion Week. Here, fashionistas view clothing inspired by the iconic car.

During Ford's Thunderbird launch during Fashion Week, bars featuring the car's signature "porthole" design element deliver cocktails to guests.

During Ford's Thunderbird launch during Fashion Week, legendary designer Diane von Furstenberg pops out from a chic chassis.

A beautiful display of fragrance bottles created by DSA Productions. Photo by Bill McGeary.

Dogmatic helps LeapFrog introduce its new FLY pen-based computer with an event keying on a graffiti motif.

At the FLY launch, developed by Dogmatic for LeapFrog, young product developers share their insights.

For client Red Bull Beverage Co., Index Event Agency designs a marketing campaign to create excitement for the company's recently repackaged beverage and raise brand awareness in Thailand's saturated energy-drink market. Twenty-seven heavily promoted high-energy shows featuring a German acrobat troupe are performed throughout Thailand.

Keying on energy and action, the Red Bull events created by Index expose more than 250,000 attendees to the re-launched product and result in a 20 percent increase in sales during the campaign.

Experiential agency XA reaches out to a younger audience for venerable men's-toiletries brand Old Spice by creating the way-hip "Red Zone" lounge in an exclusive club to launch the new brand.

At XA's "Red Zone" club night for Old Spice, key elements include red cocktails, swag bags of product and displays of the line.

On four evenings, EuroEvents creates a dramatic reveal for the launch of the new BMW 3 Series in Ireland. A section of Dublin's River Liffey is drained so a Panorama tent structure can be set up on a platform; the river is then refilled so the tent appears to float. On each event night, an aerialist suspended from a giant helium-filled balloon greets guests as they enter the venue. For the reveal, a BMW car drives along a track set just below the surface of the water before climbing a ramp into the Panorama tent, creating the illusion that the car can drive on water.

Eventlabs oversees the design concept for a unique hotel, studio and nightclub/restaurant in Copenhagen created to accommodate 740 journalists over a three-week period for the launch of the new Volkswagen Fox. A group of young artists, designers and architects converts a dilapidated Copenhagen hotel into Hotel Fox; each of the 61 hotel rooms features a unique, modern design

The Fox launch by Eventlabs results in a hotel with a wide range of custom rooms and a robust online conversation about the new car.

Fixtures fixture Kohler Co. launches its new Chicago showroom during the big hardware show there by creating a spa for journalists, complete with manicures, massages and fine food.

Kohler slyly brands its cocktail fountain as an elegant faucet at its store launch.

Tentation and KDC Event Planning help distiller Russian Standard launch its new Imperia brand vodka with a stunning "palace" bar.

The Imperia vodka launch from Tentation and KDC serves food on brass trays atop Oriental rugs.

Fireworks over Liberty Island in New York cap the Imperia vodka launch.

Imagination helps Warner Home Video launch its "Harry Potter" DVD with a visit by an animatronic "Buckbeak the Hippogriff."

The Imagination "Harry Potter" party includes fabulous treats from "Honeydukes Sweet Shop."

The "Knight Bus" arrives at the DVD launch, complete with the trio of young stars from the "Harry Potter" series for an attention-grabbing moment. To keep the bus reveal a surprise, the vehicle was delivered in two pieces and built on-site.

For a new product launch, Harith Productions creates a futuristic-themed gala with dramatic decor including orange-peel coils, inflatable spirals and sleek table designs, accented by low-lying fog and black lights.

To help its hotel client celebrate the launch of its chic new brand, EventWorks re-creates New York's Spice Market restaurant with its seamless blend of Moroccan, Middle Eastern and ultra-hip elements. The outside of the event tent is washed in color, breakout patterns and custom gobos of the client's logo.

Surfing superstar Laird Hamilton paddles into beach-based media events in L.A. and New York on behalf of a new surf- and skate-wear clothing line in a campaign created by Shannon Davidson Productions.

Vok Dams Group revs up a press launch for Lamborghini by staging the ride-and-drive in glitzy Vegas.

Vok Dams emphasizes Lamborghini brand value of "power" by staging a mock ninja battle right down the center of the dining table. For the "fashion" value, guests enjoy a display of high-end couture.

Global Events creates an artificial lagoon as the stage for the dramatic launch of a new car line.

On a terrace at the Hard Rock Hotel in San Diego, this product launch from AOO Events takes its design cues from the product logo's pink, orange, brown and gray circles. Working with a base color of white, the designers use white suede furniture groupings on white rugs, accented with gray fabrics, and matching bars with suspended mirrors, all illuminated by hot pink and orange LED lights and circle gobos. Overhead, light strings feature hand-dipped pink and orange bulbs

This launch event for the BMW 7 Series from Euro Events Ltd.--staged in the penthouses and rooftop garden of a new building in Dublin's affluent Grand Canal Basin--introduces the new vehicle to its target audience while ensuring its exposure to a wider public. The event first brought guests to a 15th floor showroom to learn about the car's new technology features through interactive booths.