| EVENT REPORT 07.16.09 5:54 PM |
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| Going Swimmingly |
| Miami magazine hosted its second annual swimwear fashion event at LIV nightclub last night, tripling the event's previous attendance. |
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As Mercedes-Benz Fashion Week Swim began last night at the Raleigh for the fashion industry and press, Miami magazine hosted its second annual consumer-focused swimwear event, Splashion, at LIV nightclub. More than 700 people attended, triple the number of last year.
“There is so much buzz going on around [Mercedes-Benz] Swim Week, which is so industry oriented, that with our event we wanted to open it up to the consumers,” said Miami’s marketing director, Heidi Kellner. “[Splashion] is a celebration of the whole Swim Week in Miami and really involving the community in a [swimwear] event so they can go see what’s on the runway and will be in the stores.” |
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PHOTO GALLERY |
 | Participating designers each had a designated skybox on the club's second level to decorate with their wares.
Photo: Elizabeth Renfrow for BizBash |
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 | Michael Designs Inc. set up a graduated runway down the center of the nightclub's main floor for the 25-minute fashion show.
Photo: Elizabeth Renfrow for BizBash |
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 | Representatives from Red Light Energy Elixir served samples of the new drink.
Photo: Elizabeth Renfrow for BizBash |
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 | A model posed for pictures with handbags from designer Nazly Villamizar.
Photo: Elizabeth Renfrow for BizBash |
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 | La Martina decorated its skybox space with polo gear.
Photo: Elizabeth Renfrow for BizBash |
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 | Dolce displayed shoes from its latest collection in Lucite boxes within its designated skybox.
Photo: Elizabeth Renfrow for BizBash |
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 | RikRak Salon stylists applied false eyelashes and styled hair in the beauty style lounge.
Photo: Elizabeth Renfrow for BizBash |
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 | Sponsor logos ran on a loop on the LCD screens in the mirrors behind the club's two bars on the main floor.
Photo: Elizabeth Renfrow for BizBash |
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 | Five Volkswagens parked in the hotel's driveway stored the gift bags given out at the end of the night.
Photo: Elizabeth Renfrow for BizBash |
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 | The Red Light girls gave away branded tank tops and T-shirts.
Photo: Elizabeth Renfrow for BizBash |
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The magazine garnered guests through email invitations to its print and online subscribers, by reaching out to local press to promote the event, and through its sponsor partnerships. Volkswagen, one of the main sponsors, parked five convertibles of different models in the Fontainebleau’s driveway, outside the nightclub’s main entrance. Red Light Energy Elixir, another sponsor, had brand ambassadors serving samples of the regular and sugar-free versions of the drink and distributing free T-shirts and tank tops.
Four of the eight designers participating in the fashion show—which included swimsuit, beachwear, and accessories designers—converted the club’s second floor skyboxes into mini boutiques displaying additional items in their collections. The second floor also housed the beauty style lounge, where RikRak Salon stylists offered hairstyling and false eyelash applications to guests. Sleek MedSpa also gave away product samples and conducted a raffle for a free makeover at the spa.
About 90 minutes into the free event, the overhead lights dimmed and attention turned to the graduated runway Michael Designs Inc. constructed down the center of LIV’s main floor. The presentation included local designer Krelwear, men’s fashions from La Martina, and accessories from event newcomers Calypso and I On the District sunglasses.
The first 300 attendees received gift bags, which Kellner distributed from the Volkswagens as the event wrapped up around 11, just in time for the after-hours crowd to flood in. LIV's resident DJs Mike Deuce and Contra provided the soundtrack to the main event and after-party, respectively.
—D. Channing Muller
RELATED TOPICS
Miami magazine, Volkswagen, Red Light Energy Elixir, RikRak Salon, Sleek MedSpa, Krelwear, La Martina, Calypso, I On the District
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