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Branded, Budget-Conscious Bars

November 12, 2002, 12:00 AM EST

Vespa SoHo store opening Vespa SoHo store Wednesday, 11.06.02, 7 PM onward
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When a shipment of Vespa scooters arrived the same morning as the Vespa SoHo store opening event, planners from the Susan Magrino Agency didn't just shove them in the storage room. Instead, the wood shipping containers served as bars and a DJ booth—which nicely branded the event (the bars are the most popular spots at parties, after all) and gave the polished opening a bit of a raw edge (it also saved them a bit of dough on rentals).

Suzanne Ito

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