By Jana Schiowitz Posted July 13, 2011, 11:45 AM EDT
NEW YORK Eyewear brand Carrera brought its traveling Carrera Sunglasses Escape series back to New York this past weekend, installing it at the penthouse space atop the Mondrian SoHo on Saturday and Sunday. Working with producers from BMF Media Group, the Safilo Group-owned company entertained more than 1,500 attendees over the course of two days and this year integrated new products and experiential elements from sponsors to round out the event.
Open during the day and at night, the promotion included comfy seating areas and beach towels for attendees to lounge on and offered activities such as a morning yoga session and complimentary spa services from Equinox.
Branded displays not only allowed guests to see preview new products, but try them out, too. Bartenders served Asahi beer and mixed drinks at the UV Vodka bar, and at another station, representatives from MiO Liquid Water Enhancer added new flavors of its sugar-free syrup to water bottles. In addition to manning a table showcasing the clothing, models in board shorts from Venroy Australia roamed the penthouse giving out coupons, while tables throughout flaunted the new collection of Carrera shades. Popchips distributed snacks to those sitting on beanbaglike inflatable cushions branded to look like bags of its snacks. (The Mondrian SoHo provided more sustenance in the form of sandwiches, dips, and muffins.)
There were plenty of tunes to listen to, as well. Freestanding stations from high-definition headphone brand Soul by Ludacris allowed guests to check out songs by the rapper; an array of DJs—including Mia Moretti, Franco V, Theophilus London, and Paul Sevigny—played records; and at night, performers like Rye Rye and Samantha Ronson and the Undertakers entertained.