EVENT REPORT 03.17.10 10:55 AM After Trade Show, Buyers Head to Product Launch With Marley Family Reggae Concert
On Sunday night, 700 guests of the Home and Housewares show headed to the House of Blues for a cocktail party hosted by Homedics and House of Marley, which included an hourlong set from seven of Bob Marley's children. The two brands—the former a manufacturer of consumer goods, the latter a foundation that says its mission is "to perpetuate Bob Marley’s vision of 'one world, one love' through earth-friendly products"—have teamed up to create a line of products that will hit the market next fall.
At the trade show, which occupied McCormick Place from Sunday through Tuesday, the companies' booth displayed prototypes of boom boxes, docking stations, and headphones made with materials such as bamboo and sustainable leather. Homedics C.E.O. Alon Kaufman tapped Jam Entertainment and Creative Services to produce Sunday's after-party, and planners referred to the event as "a movement" instead of a product launch.
To underscore the organic nature of the new products, Kehoe's decor included earthy elements like green leaves. Photo: Fig Photo/Brian Carey and Billy Rood Photography
At the entrance, guests received rasta reggae threaded bracelets. Photo: Fig Photo/Brian Carey and Billy Rood Photography
Brightly attired drummers played along the stairwell leading to the main performance space. Photo: Fig Photo/Brian Carey and Billy Rood Photography
Display areas were devoted to Marley Coffee, a product co-founded by the singer's son Rohan. Photo: Fig Photo/Brian Carey and Billy Rood Photography
Marley siblings Rohan, Cedella, Ziggy, Rita, Stephen, Julian, and Damian took to the stage for a set that included songs such as "Jamming" and "One Love." Photo: Fig Photo/Brian Carey and Billy Rood Photography
Onstage signage included photos of Bob Marley and oversize House of Marley logos. Photo: Fig Photo/Brian Carey and Billy Rood Photography
A crowd of about 700 took in the live show. Photo: Fig Photo/Brian Carey and Billy Rood Photography
Reporters from local television stations stopped by to interview reps from Homedics and House of Marley. Photo: Fig Photo/Brian Carey and Billy Rood Photography
HoMedics and House of Marley's "the Movement" Party
"This is a nontraditional product launch in several ways," said Xan Guzik, a producer at Jam. "First of all, there will be no products at the event. We're not even showing prototypes. We're really just trying to get people to come out and understand what this movement is all about, and the message goes way beyond 'Hey, we're launching some products.'"
Guzik said the choice of venue helped to drive home the "one world" ideology at the center of the goods' messaging. "These products encompass Bob Marley's vision of oneness and working together to make the world a better place," she said, explaining that purchase of the items will result in charitable givebacks. Above the stage at the House of Blues, a permanent sign that reads "Unity Through Diversity" underscored the event's intended spirit, while Kehoe's decor, which comprised earthy elements such as water, twisted branches, and stones, nodded to the line's eco-friendly composition.
A presentation on a drop-down screen highlighted some of the products' features before the Marley family began their concert of famous songs such as "Could You Be Loved?" Apart from occasional shout-outs to the House of Marley from the performers, onstage signage reminded guests of the evening's cause as they swayed, sang—and, in a few cases, lifted lighters in tribute—to the familiar tunes.
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