Billabong marketing and event manager Allison Perez worked with Shai Tertner of Shiraz NYC to transform the adjoining stores into a surfer and skater’s paradise, adding lighting, floral arrangements in bamboo vases, and a theme menu served on beach-inspired trays (tuna with a pineapple salsa on a plantain shingle, marinated seared coconut shrimp with cilantro tomatillo salsa).Robert Stark Lighting projected shimmering, wavy blue patterns, simulating water ripples, onto a large illuminated Element logo, which had guests staring at the ceiling.

The night continued at the North Cabanas, where the crowd, included celebrity skateboarders and surfers like Bam Margera, Sanoe Lake, and Andy Irons. More than 500 people were crowded around the bars and bopping to music from DJ Stretch. The after-party showcased even more branding—from the benches made from de-wheeled Element skateboards, to video projections on the leafy cabana walls, to the dozens of logoed pillows.

—Alisandra Puliti

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