| EVENT REPORT 04.10.07 1:46 PM |
PRINT | SEND TO A FRIEND |
|
| Night Tennis Debut is a Colorful, Edgy Spectacle |
| Players, music, and fashion teamed up for pioneering Sony Ericsson event. |
|
| Exciting things can happen when two events overlap. Such was the case when Sony Ericsson launched the United States debut of Night Tennis during the Sony Ericsson Open, which started just as the Winter Music Conference was kicking into high gear. The two-day event was planned as a high energy kickoff to celebrate the start of the annual tennis tournament, which took place from March 21 to April 1 at the Tennis Center at Crandon Park on Key Biscayne. Naturally, this involved the fusion of sport, music, and fashion, while promoting brand awareness to youth and tennis enthusiasts. |
|
CONTINUED > |
|
|
PHOTO GALLERY |
 | | Top players from the Sony Ericsson Open competed in the groundbreaking event. Argentina's Horacio Rearte was the ultimate victor. |
|
|
 | | Twenty-eight UV lamps illuminated the indoor tennis court, which was delineated with reflective UV tape. |
|
|
 | | The event was held at the Ice Palace in downtown Miami. An outside lounge sat adjacent to the colorfully lit facade. |
|
|
 | | Gen Art sponsored the fashion show, which included Julian Chang designs. |
|
|
 | | Models basked in the neon glow. |
|
|
 | | A large projection screen displayed scores, videos, and cutting-edge graphics. |
|
|
 | | The signage was colorful, playful—and bilingual. |
|
|
 | | The players put on quite a light show. |
|
|
 | | Branding was found throughout the event. Models posed with the Budweiser crown logo, among others. |
|
|
 | | The event was a mix of tennis meets performance art. |
|
|
|
|
|
|
Held at the Ice Palace Film Studios in downtown Miami, the sprawling space was transformed into a unique venue with ultraviolet lighting, signage, graphics, and decor. Leading players from the Sony Ericsson Open competed in a series of three 10-minute matches played "in the dark" on a standard-size tennis court that was recreated using a special UV reactive tape and net, lit from above with 28 UV lamps. An enormous, high-tech projection screen adjacent to the court showed scores, videos, and cutting-edge graphics.
In between play, guests—more than 5,000 attended, many of whom registered for free tickets online—were treated to a Gen Art fashion show of models wearing glow-in-the-dark tennis apparel and sportswear, followed by two-hour sets courtesy of DJs Paul Oakenfold and Masters at Work. Shiraz FL Inc. designed a 64-foot-long bar embellished with UV reflective tape and staffed it with models to tend the bar. Specialty cocktails and drinks were provided by bar sponsors Ecstasy Vodka, Budweiser, 180 Energy Drink, and Fiji Water.
—Bobby Killgore
MORE EVENT REPORT STORIES
MoMA Gets Suitably Whimsical and Macabre for Tim Burton Tribute
Diesel Wraps International Music Tour With Kid Cudi, Santigold
New Moon Premiere Beckons 10,000 People and 2 Live Wolves
More Photos From Sleepless Night: Giant Slingshots, Fire Dancers, Parades
Public Art, Performances Draw 100,000 at Audi-Sponsored Sleepless Night Miami Beach
MORE STORIES ABOUT
Grove Bed Race Returns After Six-Year Hiatus With New Course and More Activities
| More Suppliers/Venues to Consider |
ADVERTISEMENT |
|
|
|
Palm Beach County Convention Center
Located in downtown West Palm Beach, the Palm Beach County Convention Center presents a spectacular setting for conventions, tradeshows, meetings, and social events. An architectural masterpiece with modern amenities, the facility features a 100,000-square foot exhibit hall, a 22,000-square foot ballroom and 19 meeting rooms that can accommodate groups from 6 to 6000. More >>
EMAIL THIS RESOURCE |
|
Room Service - Tampa
Room Service is your sole furniture and event rental provider specializing in high-end furnishings for events of every size, style, and location. Room Service is proud to offer an unparalleled range of fine furniture, upscale accessories, and custom props. More >>
EMAIL THIS RESOURCE |
|
Taylor Creative Inc.
Taylor Creative Inc. offers an exclusive rental collection of modern furniture ideally suited for launch parties, greenrooms, media events, trade shows, and private events. With offices in Las Vegas, New York, and Palm Beach, we service events across the country. More >>
EMAIL THIS RESOURCE |
| |
|
|
|
|
|
|
|
