By Anna Sekula Posted June 29, 2010, 2:15 PM EDT
NEW YORK The rise of the so-called “staycation"—a money-saving idea born from the tightened budgets of the recession—has inspired some marketers to engage New Yorkers in the city for the summer season. At least that much is true for Carrera, the retro-style eyewear brand, and its Carrera Summer Escape event series. Created last year as an urban take on a beach-style resort, the seasonal promotion involves fabricating a branded environment for lazy sunbathing and relaxing activities during the day and music-fueled parties at night.
To build on the first outing at the Cooper Square Hotel's penthouse, the Safilo Group-owned company took the Carrera Summer Escape on the road, hitting Las Vegas and Austin before making its way to New York, where it took over the rooftop of 505W37, a new residential development in Midtown West, on Saturday and Sunday.
Bolstered by a slew of sponsors, the two-day event produced by BMF Media provided plenty to keep guests entertained. Morning yoga classes started the day, followed by makeovers given by CoverGirl, manicures and pedicures from Townhouse Spa, and hair-styling sessions with Mizu Salon. There were also stations from Alternative Apparel offering custom T-shirts, a Solstice boutique to buy Carrera shades, coolers of Arizona Rescue Water, Vita Coco, and Café Bustelo, and bartenders mixing cocktails with Milagro Tequila and Dos Equis.
In the evening music took over, with DJs like Mia Moretti, Aaron LaCrate, and Alexander Dexter-Jones, as well as electronic violinist Caitlin Moe and singer-songwriter Daniel Merriweather. In total, Carrera's Summer Escape in New York drew around 1,500 people.