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TREND SPOTTED

The Rise of 24-Hour Events

The opening of the Linde Family Wing for Contemporary Art at Boston's Museum of Fine Arts

Photo: Genevieve de Manio

Lately, the hottest way to garner attention for events and fund-raisers is to keep the party going all night long. Recent all-day events include Boston-based sketch comedy troupe Improv Asylum staging a 24-hour-long performance and live auction to benefit Globe Santa. Cotton Inc. promoted its “Fabric of Our Lives” television campaign with a 24-hour outdoor runway show in South Beach. The Museum of Fine Arts in Boston celebrated the opening of the Linde Family Wing for Contemporary Art with a 24-hour bash that included performance art, a dance party, and a morning yoga session.


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