By Anna Sekula Posted August 26, 2011, 5:15 PM EDT
NEW YORK It's been a busy summer in New York, with plenty of promotions, store openings, and film premieres in Manhattan and the usual bevy of fund-raisers in the Hamptons. But it wasn't all benefits for the towns on Long Island—the past three months also brought an influx of events from notable brand names, companies that either partnered with pop-up lounges and restaurants, or set up shop inside private homes where they could design their own experiential setting. And the efforts ran the gamut—from Elle's swanky party celebrating the magazine's “Elle 25” feature and Gilt City's three-week Hamptons House venture to tennis lessons with Andy Roddick hosted by Lacoste and a farm-to-table picnic as part of Grey Goose Vodka's weeklong activation. Even mobile marketing tours made their way out east—condom brand Trojan brought a truck selling three new vibrating products, while Hangar One Vodka offered rides on its 120-foot-long blimp that has been traveling the country since late May.
In fact, some of the brands were new to the Hamptons in terms of events, including Lacoste, which opened a store in East Hampton this summer, and Hearst fashion title Elle. “It's not only the first time we've ever celebrated 'Elle 25' with an event, but it's the first time we've ever done an event in the Hamptons,” said Caitlin Weiskopf, Elle's executive director of special events and partnerships, who tapped David Stark to produce the affair on Saturday. “As the editorial feature is in our September issue, it naturally lends itself to mid- to late August timing [for an event] so that it's timely with the release of the issue. However, it can be somewhat of a tricky time for event producers because it's summer—people tend to take off and go on vacations, and it's a tougher time frame to work within.”
Spread from Montauk to Sagaponack, East Hampton to Sag Harbor, the festivities started Memorial Day weekend and will continue through Labor Day—with a pause caused by Hurricane Irene. Here's a look at some of the more visual, interactive experiences from the different brands that hit the Hamptons this summer.