By Alesandra Dubin Posted July 7, 2010, 2:31 PM EDT
High atop the Hollywood Hills, in an aspirational private residence, Reebok collected a group of editors and celebrities to show off three of its lines on July 16. But the event was not the typical promotional affair with logos galore and heavy-handed branding. Instead, Reebok global director Dianne Hayes and global event manager Bryan Weinstein worked with Stoelt Productions to create a fitness event that felt more organic—like an extension of the Southern California fitness lifestyle, you might say. The program incorporated running, cross training, and an at-home workout, each of which related directly to the RUNtone, ZIGtech, and EASYtone lines being showcased.
“We hand-picked an amazing indoor-outdoor private residence that backed up to the Hollywood Reservoir,” said Matt Stoelt of the site selection. “We utilized the service road as a running track and picked the location for its natural beauty and organic Hollywood lifestyle characteristics.”
Stoelt designed and fabricated one-inch-thick acrylic freestanding signage that allowed the brand messaging to appear to float, and to allow the natural background—including the letters of the iconic Hollywood sign—to come through while the participants worked out. Other understated design elements included frosted glass transfers and gallery wrap outputs.
“Integrating the band organically into the home was our core focus. Just a few simple touch points were utilized to convey the brand presence,” Stoelt said.
In fitness-conscious Los Angeles, it seems even event guests are expected to break a sweat: The format of subtle branding in a private residence to create an immersive, interactive experience was also present at another recent fitness event, the Muscle Milk Fitness Retreat.