| EVENT REPORT 08.21.09 1:29 PM |
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| Svedka Event Programming Brings Art and Music Together in Los Angeles and Beyond |
| Two Svedka event series are presenting visual and musical artistry in futuristic settings. |
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FROM LOS ANGELES Svedka vodka—with its edgy, futuristic brand image—has been busily blitzing Los Angeles and other U.S. cities with events this summer, including two simultneous programs running now: Svedka Adult Playground 2033, and the Svedka Vodka Sessions. "Through these, we've stayed true to our event strategy, which is being very edgy and outrageous," said Spirits Marque One LLC chief marketing officer Marina Hahn. "We only do events that are going to really wow our consumer and make people think that Svedka is that brand of the future that they want to be a part of."
For Adult Playground, the brand recruited the country’s nightlife impresarios to create their vision of nightlife in 2033. Brent Bolthouse kicked off the series with an event at Milk Studios on August 12 where, for the first time, Bolthouse showcased his personal photographs, taken during a trip to Greenland. Future Adult Playground events will take place in New York as well. "The whole idea is almost Iron Chef style: Who can come up with the best version of nightlife in the future?" Hahn said. "It gives us a fantastic connection to the best and brightest in the nightlife scene." |
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PHOTO GALLERY |
 | Spherical hanging chairs lent a futuristic look at Milk Studios.
Photo: Albert Michael/Startraks |
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 | Brent Bolthouse's personal photography was on exhibit at Milk Studios.
Photo: Albert Michael/Startraks |
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 | Svedka's brand image—and event look—employs its signature female robot.
Photo: Albert Michael/Startraks |
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 | Morgans Hotel Group's Mondrian was the setting for the August 18 Vodka Sessions event.
Photo: Albert Michael/Startraks |
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 | Svedka logos and white lounge seating created a clean, modern look.
Photo: Albert Michael/Startraks |
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 | Svedka bottles with colorful labels deck the bars.
Photo: Albert Michael/Startraks |
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Part of a long-term collaboration with Morgans Hotel Group, Svedka's Vodka Sessions bring emerging musicians across a range of genres together at Morgans properties in New York, Los Angeles, and Miami. The series kicked off in New York last month, and visited Los Angeles on Tuesday with a cocktail party at the Mondrian, where Peter Bjorn and John performed live at Skybar, and guest DJ Jason Bentley spun for the crowd.
"The Adult Playground and Vodka Sessions programs are very different, but in spirit they're the same, getting back to that outrageous, sexy, fun quality—whatever we do has to have that tonality and feel," Hahn said. She added, "Los Angeles is a very important market to us because it's the epicenter of pop culture, and we always try to insert ourselves smack in the middle of pop cultutre, frankly for the best buzz."
—Alesandra Dubin
RELATED TOPICS
Svedka, Spirits Marque One, Morgans Hotel Group, Brent Bolthouse, Peter Bjorn and John
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