| EVENT REPORT 06.17.09 8:32 AM |
PRINT | SEND TO A FRIEND |
|
| Art House |
| Campari set up two weeks of art programming at a pop-up on Roberston—a coup of a venue during the retail real estate downturn. |
|
Campari just wrapped its House of Campari in Los Angeles, a pop-up that opened at the end of May and ran through this weekend at a vacant retail space on Robertson Boulevard in West Hollywood. The pop-up hosted events with cultural and media partners like the MOCA Contemporaries and the Lacma Modern and Contemporary Arts Council. Private events also included performance art from the likes of Those Darlins, My Barbarian, Port O’Brien, and Anya Marina. The title exhibition, “First Look: An Exhibition of Emerging Artists from Los Angeles Galleries," a selection of up-and-coming local artists' works, was open to the public during gallery hours through the event's run.
"We've had an incredibly successful run. It’s like having a child every single time, a labor of love, so the closing night is always bittersweet," said Elizabeth Colton, the San Francisco-based PR and events manager for Skyy Spirits. "Campari has been a longstanding patron of the arts. We’ve worked with the likes of Fellini, so the history is there. And House of Campari is really the modern incarnation of that relationship." |
|
CONTINUED > |
|
|
PHOTO GALLERY |
 | The House of Campari took over a vacant retail space on Robertson Boulevard in West Hollywood.
Photo: Jesse Grant |
|
|
 | An array of musicians and artists performed at the House of Campari over its two-week run.
Photo: Jesse Grant |
|
|
 | A red wall and Campari logo backed the stage setup.
Photo: Jesse Grant |
|
|
 | A red gobo pattern lit up the floor at the House of Campari.
Photo: Jesse Grant |
|
|
|
|
|
|
Colton said that Los Angeles—the only city to host the pop-up this year—is a strong market for Campari, and has a significant visual arts community, which allows the brand to reach the right demographic. It was the installation's fourth year in town, but it has also appeared in New York and Miami over the past five years. "L.A. is a very important market for us. This is the marquee piece of the [arts-related marketing] program—kind of the glue that holds everything together," Colton said. "It's important to be able to sample the consumer in a relevant environment, and we have to create that. It’s not a measurable piece [in terms of R.O.I.], but it’s really important for the brands that have had a longstanding relationship [with arts] to say, 'We’re not going to disappear during this time. We’re going to do it as best we can for as long as we can.'"
Because of the hurting retail real estate market, Campari was able to secure the otherwise vacant Robertson Boulevard space at an attractive price. "We’ve got it down to a science in terms of what we need for the project, and absolutely this year was a different environment to be looking for venues. People were much more receptive to short-term arrangements. We would never have been able to afford this space in previous years, so the economy certainly played in our favor in this regard," Colton said. "This is our favorite space that we’ve been in—it provided great visibility for the brand, that brilliant exterior brand visibility. This is something we’d always wanted but not been able to squeeze into when the economy was hot."
Colton added, "On the flip side, our budgets were tighter so we had to make our dollars work harder for us. Our design team understood that and were able to bring the brand to life in the most creative, focused, and cost-efficient manner possible."
—Alesandra Dubin
RELATED TOPICS
Pop-Ups, Campari, Skyy Spirits
MORE EVENT REPORT STORIES
American Music Awards Begin With Redesigned Arrivals, End With Downsized After-Party
Us Weekly Takes to Voyeur With Scantily Clad Models, Burlesque Feel
MoMA Gets Suitably Whimsical and Macabre for Tim Burton Tribute
New Moon Premiere Beckons 10,000 People and 2 Live Wolves
Chrysalis Benefit Cuts Ticket Prices in Half, Draws Same Crowd
MORE STORIES ABOUT POP-UPS
Hello Kitty's Anniversary Pop-Up Takes Over Japanese-Inspired Royal/T
Night Vision Entertainment to Transform Vibiana Into Pop-Up Nightclub for Halloween
Royal/T Pop-Up Offers Public Craft Workshops With Eco-Minded Themes
MORE STORIES ABOUT CAMPARI
Events and Pop-Ups Are a Boon to Troubled Retail Real Estate—and Vice Versa
Campari Works Branded Art Into Gallery
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
Annenberg Community Beach House
The Annenberg Community Beach House combines elements of the historic Marion Davies Estate with new amenities to create a unique community resource that's open to all—no membership required. The Annenberg Community Beach House at Santa Monica State Beach is a new public facility on five acres of oceanfront. More >>
EMAIL THIS RESOURCE |
|
Promotional Print & Sign Co. Inc.
PPS is an industry and event professional’s solution for all tactical advertising, media events, marketing stunts, display printing, and dimensional signage. They specialize in press walls, vehicle wraps, large-format printing, building wraps, and themed pop-up displays. More >>
EMAIL THIS RESOURCE |
|
Caravents Inc. Event Production & Design
Caravents is a full-service event creative, production, and design firm, specializing in high-concept environments, refined design aesthetics, and flawless production execution for a range of events—from lifestyle/branded celebrity-driven events to award shows and multimedia presentations. Caravents also produces video content and custom media installations to work seamlessly within the event design, creating immersive and cohesive event experiences. More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
|
